photo_cv
Department
Département
Marketing
Research areas
Domaine de recherche
Empirical modeling of consumer decision making
Advertising
Consumer viewing and purchase behavior on media
Data mining
Structural models
Section CV
Formation
PhD in Marketing
Hong Kong University of Science and Technology (HKUST), Hong Kong
(2015)
BS in Management Information System
Xiamen University, Xiamen
(2009)
Experience
Assistant Professor
Lingnan College, Sun Yat-Sen University, China (PRC)
2016 - 2019
Distinguished Associate Research Fellow
Lingnan College, Sun Yat-Sen University, China (PRC)
2016 - 2019
Visiting Assistant Professor
Hong Kong University of Science and Technology (HKUST), Hong Kong, Hong kong
2016 - 2016
Visiting Scholar
Hong Kong University of Science and Technology (HKUST), Hong Kong, Hong kong
2015 - 2015
Publications
Forthcoming
YU, D., TANG, N., SHI, Y. (2024). Adaptive Forecast Combination for Non-normal Longitudinal Data Models. International Journal of Forecasting
Published
SHI, Y., YANG, Y., SONG, L. (2024). Understanding and forecasting consumer sequential multiscreen viewing behavior. Electronic Commerce Research and Applications, 67, 101443.
SHI, Y., JUN, B. K., ZHAO, Y. (2023). How Much does Ad Sequence Matter?: Economic Implication of Consumer Zapping and Zapping-induced Externality in Television Advertising Market. Journal of Advertising, 52 (2), 229-246.
Song, L., SHI, Y., Tso, G. K. F. (2022). Commercial audience retention of television programs: measurement and prediction. International Journal of Advertising, 41 (3), 435-461.
Song, L., SHI, Y., Tso, G. K. F., Lo, H. P. (2021). Forecasting week-to-week television ratings using reduced-form and structural dynamic models. International Journal of Forecasting, 37 (1), 302-321.
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.
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.