Yang Shi

Modeling Advertisers’ Willingness to Pay in TV Commercial Slot Auctions

Ying Zhao, Yang Shi, 2019, Journal of Interactive Marketing.

Genuine Liking or the Need for Closure? The Differential Effects of Consumers’ TV Drama Viewing Motivations on Commercial Viewership

Tingting Wang, Yang Shi, 2019, Journal of Media Economics.

Forecasting week-to-week television ratings using reduced-form and structural dynamic models

Lianlian Song, Yang Shi, Geoffrey Kwok Fai Tso, 2021 .

Commercial audience retention of television programs: measurement and prediction

Lianlian Song, Yang Shi, G. Tso, 2021, International Journal of Advertising.

How Much Does Ad Sequence Matter? Economic Implications of Consumer Zapping and the Zapping-Induced Externality in the Television Advertising Market

Ying Zhao, Yang Shi, Jun B. Kim, 2022, Journal of Advertising.