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Sha Yang
  • Vice Dean for Faculty and Academic Affairs
  • Ernest Hahn Professor of Marketing

Sha Yang's research focuses on modeling consumer purchase behavior and market competition. Her recent research interests include search engine advertising and social network. She is a leader in developing models with sophisticated interactions among consumers and firms, and is a pioneer in introducing Bayesian methods into estimation of such interactions. Professor Yang has published more than 20 articles, and serves on the editorial board of Journal of Marketing Research, Marketing Science, and Quantitative Marketing and Economics. Professor Yang has collaborated with many companies including Visa, Miller Brewing Company, HP, Pepsi Co., CBS, TNS, McCann Ericson, epinions.com, Taobao.com and China Mobile.

Areas of Expertise

Advertising
Choice Decisions
Competition
E-commerce
Internet Advertising
New Media
Reviews
User Participation

Departments

Marketing

RESEARCH + PUBLICATIONS