Yang SHI

Professeur Assistant

  • Département Marketing

Domaines de recherche

Empirical modeling of consumer decision making

Advertising

Consumer viewing and purchase behavior on media

Data mining

Structural models

Publications

Forthcoming

SHI, Y., JUN, B., ZHAO, Y. (2022) . How Much does Ad Sequence Matter?: Economic Implication of Consumer Zapping and Zapping-induced Externality in Television Advertising Market, Journal of Advertising

2022

Song, L., SHI, Y., Tso, G. (2022) . Commercial audience retention of television programs: measurement and prediction, International Journal of Advertising, 41 (3), 435-461

2021

Song, L., SHI, Y., Tso, G., Lo, H. (2021) . Forecasting week-to-week television ratings using reduced-form and structural dynamic models, International Journal of Forecasting, 37 (1), 302-321

2020

MAN CHING KWAN, C., DANG, C., SHI, Y. (2020) . Picture Or Text Superiority? the Two Forces of Element Size on Communication Effectiveness, Advances in Consumer Research, 48 (2020), 414-417

2019

SHI, Y., Zhao, Y. (2019) . Modeling Advertisers' Willingness to Pay in TV Commercial Slot Auctions, Journal of Interactive Marketing, 48 (November 2019), 120-133

SHI, Y., WANG, T. (2019) . Genuine Liking or the Need for Closure? The Differential Effects of Consumers’ TV Drama Viewing Motivations on Commercial Viewership, Journal of Media Economics, 32 (3-4), 57-81

Formation

PhD in Marketing
HKUST - Hong Kong University of Science and Technology, Chine (RPC) (2015)

BS in Management Information System
Xiamen University, Chine (RPC) (2009)