Yiting Deng

Yiting Deng is Assistant Professor of Marketing at the UCL School of Management at University College London (UCL). Her research focuses on marketing analytics and digital marketing, with particular interests in digital advertising targeting, advertising effectiveness and two-sided markets. Her research has been published in leading academic journals such as Marketing Science, Journal of Marketing Research, and Statistical Science.

Prof. Deng holds Ph.D. in Marketing and MS in Statistics from Duke University. She also holds Bachelor’s degrees in Economics and Statistics and a Master’s degree in Economics from Peking University. Before joining UCL, she was Assistant Professor of Marketing at the Mendoza College of Business, University of Notre Dame.

## Education - Doctor of Philosophy (Ph.D.) Duke University - The Fuqua School of Business (2009 — 2015) - Master of Science (M.S.) Duke University (2011 — 2012) - Master of Arts (M.A.) Peking University (2006 — 2009) - Bachelor of Arts (B.A.) Peking University (2002 — 2006) - Bachelor of Science (B.S.) Peking University (2002 — 2006)

Publications

• Alantari, Huwail, Imran Currim, Yiting Deng, and Sameer Singh (2021), “An Empirical Comparison of Machine Learning Methods for Text-based Sentiment Analysis of Online Consumer Reviews,“ accepted, International Journal of Research in Marketing.

• Wang, Wei, Wei Miao, Yongdong Liu, Yiting Deng, and Yunfei Cao (2021), “The Impact of COVID-19 on the Ride-Sharing Industry and Its Recovery: Causal Evidence from China,“ accepted, Transportation Research, Part A.

• Deng, Yiting, Richard Staelin, Joe Urbany (2021), “The Persistence of False Promotions: Theory and Empirical Evidence,” a chapter in Legal Applications of Marketing Theory edited by Joel Steckel and Jake Gersen, Cambridge University Press.

• Deng, Yiting, Richard Staelin, Wei Wang, and William Boulding (2018), “Consumer Sophistication, Word-of-mouth and `False' Promotions,” Journal of Economic Behavior & Organization, 152: 98-123.

• Deng, Yiting, and Carl F. Mela (2018) “TV Viewing and Advertising Targeting,” Journal of Marketing Research, 55(1): 99-118.

• Mela, Carl F., Jason M.T. Roos, and Yiting Deng (2013), “A Key Word History of Marketing Science,” Marketing Science, 32(1): 8-18.

• Deng, Yiting, D. Sunshine Hillygus, Jerome P. Reiter, Yajuan Si, and Siyu Zheng (2013),“Handling Attrition in Longitudinal Studies: The Case for Refreshment Samples,” Statistical Science, 28(2): 238-256.

Selected Working Papers

• “Spillover Effects and Freemium Strategy in the Mobile App Market,” with Anja Lambrecht and Yongdong Liu (2021).

• “The Causal Effect of Surge Pricing in the Ride-hailing Market," with Wei Miao, Yongdong Liu, Wei Wang, and Christopher Tang (2021).

• "Friends of Foe: When a Platform Enters the Market to Compete with its Third-Party Sellers," with Christopher Tang, Wei Wang, and Onesun Steve Yoo (2021).

• “Expert Opinions and Consumer Reviews: Evidence from the Michelin Guide," with Xingyi Li and Bert De Reyck (2021).

• “Invention Pledges: A Case Study of Open Disclosure at IBM,” with Ajay Bhaskarabhatla and Yongdong Liu (2021).

• “Peer Effect on Performance and Effort Allocation: Evidence from Marathon Runners," with Jie Zheng (2021).

• “Asymmetric Consequences of Cyber-Vulnerability on Health Services,” with Anja Lambrecht and Catherine Tucker (2020).

• “Price Promotions and Online Product Evaluations,” with Anja Lambrecht and Yongdong Liu (2019).