Pinar Yildirim

Pinar Yildirim is Assistant Professor of Marketing and Senior Fellow at the Leonard Davis Institute. She joined Wharton School in 2012. She is teaching at the MBA and undergraduate programs and is a frequent contributor for Knowledge@Wharton and Wharton Business Radio.

Pinar's research areas are media and information economics. She focuses on applied theory and applied economics on online platforms, advertising, networks, media and politics. Her research appeared in top management and marketing journals including Marketing Science, Journal of Marketing Research, Management Science, and Journal of Marketing. Her research has received numerous grants and honors, from instititions like the Net Institute, Royal Economic Society, and Marketing Science Institute.

Pinar has industrial experience in firms including Fiat, Renault and Bosch. She conducted research with Facebook, GlaxoSmithKline, PNC Bank, Red Cross, Social Bicycles. She holds Ph.D. degrees in Marketing & Business Economics and Engineering from the University of Pittsburgh.

In 2016 she was named among the 2017 Marketing Science Institute Young Scholars, a biennial award given to potential leaders of the next generation of marketing academics.

For up to date information on my research please visit www.pinaryildirim.com

Hanna Halaburda, Mikolaj Jan Piskorski, Pinar Yildirim (2016), Competing by Restricting Choice: The Case of Search Platforms, Management Science.

Pinar Yildirim, Jessie Liu, Z. John Zhang (Working), Conspicuous Consumption on the Long Tail: How can luxury brands benefit from counterfeits?.

Pinar Yildirim, Jennifer Shang, Guoquan Zhang (2016), Optimal Pricing for Group Buying with Network Effects, Omega, 63 (September), pp. 6982.

Maria Petrova, Ananya Sen, Pinar Yildirim (Draft), Social Media and Political Donations: New Technology and Incumbency Advantage in the United States.

Pinar Yildirim, Yanhao Wei, Tong Lu (Under Review), Social Networks for Nudges: Optimal Design of Communities to Motivate Consumer Behavior.

Yanhao Wei, Pinar Yildirim, Christophe Van den Bulte, Chrysanthos Dellarocas (2016), Credit Scoring with Social Network Data , Marketing Science, 35 (2), pp. 234258.

Abstract: Motivated by the growing practice of using social network data in credit scoring, this study analyzes the impact of using network based measures on customer score accuracy and on tie formation among customers. We develop a series of models to compare the accuracy of customer scores obtained with and without network data. We also investigate how the accuracy of social network based scores changes when individuals can strategically construct their social networks to attain higher credit scores. We find that, if individuals are motivated to improve their scores, they may form fewer ties and focus them on more similar partners. The impact of such endogenous tie formation on the accuracy of consumer credit scores is ambiguous. Scores can become more accurate as a result of modications in social networks, but this accuracy improvement may come with greater network fragmentation. The threat of social exclusion in such endogenously formed networks provides incentives to low type members to exert effort that improves everyone's creditworthiness. We discuss implications for both managers and public policy.

Angel IglesiasDiaz, Camilo GarciaJimeno, Pinar Yildirim (Work In Progress), Women, Rails and Telegraphs: Information Spillovers and Collective Action.

Ananya Sen and Pinar Yildirim (Under Review), Clicks and Editorial Decisions: How Does Popularity Shape Online News Coverage?.

Abstract: Does the popularity of news stories inuence the way editors allocate resources to them, and if so, how? With news available online, editors have the ability to track popularity or reader demand (i.e., the number of clicks) for individual stories. Using a unique online news dataset from a large Indian English daily newspaper, we provide evidence that editors indeed expand coverage of stories which receive more clicks. To establish a causal link between clicks and coverage, we use novel instrumental variables such as rainfall and power outages as exogenous shocks to reader access to online news. Further, we nd that the newspaper responds asymmetrically across dierent types of news stories by giving additional coverage based only on the higher clicks received by hard' news stories. We provide evidence forhard' news crowding out soft' news and not viceversa. Moreover, we relate our results to firm strategy and the inability of firms to handlebig data'.

Camilo GarciaJimeno and Pinar Yildirim (Draft), Matching Pennies on the Campaign Trail: An Empirical Study of Senate Elections and Media Coverage.

Chris Groening, Pinar Yildirim, Vikas Mittal, Pandu Tadikamalla (2014), Hedging Customer Risk, CNS.

Professor Yildirim teaches Marketing Research in the Wharton Undergraduate and Graduate Program.

Past Courses

MKTG212 DATA & ANLZ FOR MKTG DEC

Firms have access to detailed data of customers and past marketing actions. Such data may include instore and online customer transactions, customer surveys as well as prices and advertising. Using realworld applications from various industries, the goal of the course is to familiarize students with several types of managerial problems as well as data sources and techniques, commonly employed in making effective marketing decisions. The course would involve formulating critical managerial problems, developing relevant hypotheses, analyzing data and, most importantly, drawing inferences and telling convincing narratives, with a view of yielding actionable results.

MKTG712 DATA & ANLZ FOR MKTG DEC

Firms have access to detailed data of customers and past marketing actions. Such data may include instore and online customer transactions, customer surveys as well as prices and advertising. Using realworld applications from various industries, the goal of the course is to familiarize students with several types of managerial problems as well as data sources and techniques, commonly employed in making effective marketing decisions. The course would involve formulating critical managerial problems, developing relevant hypotheses, analyzing data and, most importantly, drawing inferences and telling convincing narratives, with a view of yielding actionable results.

MSI Young Scholar, 2016 Mack Institute Research Grant, 2014 Dean’s Research Grant, 2014 Zicklin Center Research Support, 2014 ISMS Doctoral Consortium – Faculty Fellow, 2013 Wharton Dean’s Research Fund Recipient, 2013 Wharton Mack Center Research Funding Support, 2013 Wharton Public Policy Initiative Summer Research Program Grant, 2013 Beta Gamma Sigma Honor Society, 2012 Wharton Customer Analytics Initiative, American Red Cross Grant, 2012 INFORMS Future Academician Colloquium Fellow, 2008 Description

AMASheth Foundation Doctoral Consortium Fellow, 2008 Description

University of Pittsburgh Honoree, 2008 Description

How Facebook could affect your chances of getting a loan, Toronto Star 08/10/2015 The Consequences of Using Social Network Data for Credit Scores, Badcredit.org 10/20/2014 Rest in Peace: Planning for Your Demise, Digitally, Knowledge@Wharton 03/26/2014 Body Slams, Vicious Dogs, Tidal Waves: How Effective Are Today’s Violent Ads?, Knowledge@Wharton 02/25/2014 Technology Can Save the News — If Readers Change How They Consume It, Forbes 11/26/2013 Technology Can Save the News — If Readers Change How They Consume It, Knowledge@Wharton 11/22/2013 Twitter for Dummies, Marketplace 11/07/2013 Twitter: What’s It Worth?, Knowledge@Wharton 11/06/2013 Fric et Fric et Instagram: Qui va profiter des photos que vous partagez sur Internet?, Fisheye (France) 09/10/2013 Cloud 9, Penn News Today 05/22/2013 Google Glass: Can ‘Tech Cool’ Become ‘Market Cool’?, Knowledge@Wharton 05/22/2013 Upset about Political Bias in the Media? Blame Economics, Knowledge@Wharton 05/22/2013 Adobe’s Shift to the Cloud: Is This the Start of a Trend?, Knowledge@Wharton 05/08/2013 Today’s Forecast for the Weather Business: Increased Revenues and a Focus on Innovation, Knowledge@Wharton 04/10/2013 From Nike to marriage equality, controversy can be a good thing, OregonLive 03/30/2013 What’s the Deal with Groupon?, Knowledge@Wharton Today 03/11/2013 Facebook has New Competition, The Fiscal Times 02/14/2013 What Defines Success in Mobile Race?, Knowledge@Wharton 02/13/2013 How Instagram Can Make Money — Without Alienating Users, Knowledge@Wharton 01/02/2013 Twitter and Instagram: The Current Skirmish, Unfiltered, Knowledge@Wharton 12/14/2012 Facebook’s New ‘Social Jobs’ App — Like or Dislike?, Knowledge@Wharton 11/20/2012 Is Backtoschool Spending Making the Grade?, Knowledge @ Wharton 08/30/2012 Money from Friends: Finding the Right Revenue Model for Social Media, Knowledge @ Wharton 08/29/2012 Customer Analytics: A New Lifeline for the Red Cross and Other Nonprofits?, Forbes 02/02/2012 Customer Analytics: A New Lifeline for the Red Cross and Other Nonprofits?, Knowledge @ Wharton 02/01/2012 Media Bias and Advertising, Insead Blog 01/26/2012 Academic literature on new media, Insead Blog 01/16/2012

Knowledge @ Wharton

The Death of the Daily Deal, Knowledge @ Wharton 03/28/2017 How Facebook’s Big Bet on Video Could Change TV, Knowledge @ Wharton 03/21/2017 Fake News, Hate Speech and Social Media Abuse: What’s the Solution?, Knowledge @ Wharton 11/21/2016 Political Newcomers: Here’s How Twitter Can Boost Your Campaign, Knowledge @ Wharton 09/29/2016 The Internet’s ‘Nasty’ Side: Can Firms Control the Trolls?, Knowledge @ Wharton 08/09/2016 Will Microsoft’s LinkedIn Purchase Pay Off?, Knowledge @ Wharton 06/16/2016 Can Twitter Find a Reliable Growth Model?, Knowledge @ Wharton 02/17/2016 Social Media Shaming: Can Outrage Be Effective?, Knowledge @ Wharton 11/20/2015 Why YouTube Red’s Launch Is a ‘Watershed Moment’ for Google, Knowledge @ Wharton 11/04/2015 Why Ad Blockers Are Spurring a New Technology Arms Race, Knowledge @ Wharton 10/14/2015 How Much Is Web Traffic Changing the News You Read?, Knowledge @ Wharton 08/03/2015 The Sony Hack: A ‘Question of When’ for Other Companies, Knowledge @ Wharton 12/22/2014 The Surprising Ways that Social Media Can Be Used for Credit Scoring, Knowledge @ Wharton 11/05/2014 And the Nobel Prize in Economics Goes to: Jean Tirole, the Giant Tamer, Knowledge @ Wharton 10/15/2014 When Fewer Choices Are Worth More, Knowledge @ Wharton 09/23/2014 Spinoffs Have Become Publishing’s New Normal — But Can They Save It?, Knowledge @ Wharton 08/08/2014 Will Consumers Be Sold on an eBaySotheby’s Collaboration?, Knowledge @ Wharton 07/23/2014 How Usergenerated Content Affects the Media’s Bottom Line, Knowledge @ Wharton 05/06/2014 Body Slams, Vicious Dogs, Tidal Waves: How Effective Are Violent Ads?, Knowledge @ Wharton 02/25/2014 Technology Can Save the News — If Readers Change How They Consume It, Knowledge @ Wharton 11/22/2013