2026 – present, Associate (tenured) Professor of Marketing

2026 – present, Academic Director, Excellent Managers Development Program, Executive Education

2021 – present, Ph.D. Program Coordinator, Department of Marketing

2020 – 2025, Associate Professor of Marketing

2017 – 2020, Assistant Professor of Marketing

Ph.D.

Marketing Models I

Marketing Models II

Master

EMBA: Pricing Strategy, Digital Marketing

MBA: Marketing Management, Advanced Pricing Strategy, Advanced Business Analytics

Other Master Programs: Digital Marketing, Marketing Analytics

Undergraduate

Marketing Analytics, AI Marketing

Executive Education

Big Data Driven Marketing Decision

My primary research field is marketing decision-making models in the context of China's economic transformation. I focus on marketing issues of significant scientific and practical importance by modeling the decisions of market participants (firms) and consumers, combined with data analysis for quantitative research. I have published 8 papers in leading international journals (including 7 top UTD-listed journals) and 1 paper in a leading Chinese marketing journal. My research covers modeling and quantitative studies on topics such as expanding domestic demand, promoting the development of the service industry, and building a digital economy. Specific research projects include investigation for the spillover effects of advertising on short-video platforms, modeling fraudulent patterns in mobile digital advertising, examining how new consumer information (e.g., sleep patterns, major life events) influences consumer decision-making, analyzing app usage decisions of mobile internet users, quantitatively modeling the economic benefits of the "Home Appliances to the Countryside" national program, and studying pricing strategies in the film and cultural creative industries. My papers have been published in top journals such as Journal of Marketing Research, Marketing Science, Journal of Marketing, Management Science, Information Systems Research, International Journal of Research in Marketing.

*: corresponding author; #: Ph.D. under my supervision

1. Jingjing Ma, Yuanjie Zhao, Yitian (Sky) Liang^* (2025). Too Painful to Donate: Why Don't People Donate to Critical Illness Campaigns? Journal of Marketing, (Forthcoming).

2. Yitian (Sky) Liang^*, Xinlei (Jack) Chen, Shengnan Han, Jinglong Zhang^#, Yubo Chen (2025). Is the Money Spent on Short-Form Video Social Platforms Worth It? The Role of Advertising Spillover in a Large-Scale Randomized Field Experiment on ByteDance. Marketing Science, 44(5): 1125-1144. 

3. Yitian (Sky) Liang^*, Xinlei (Jack) Chen, Yuxin Chen, Ping Xiao, Jinglong Zhang^# (2024). Mobile Ad Fraud: Empirical Patterns in Publisher and Advertising Campaign Data. International Journal of Research in Marketing, 41(2): 265–281.

4. Yitian (Sky) Liang, Zhongqiang (Tak) Huang, Lei Su (2023). Too Time-Crunched to Seek Variety: The Influence of Parenting Motivation on Consumer Variety Seeking. Journal of Marketing Research, 60(4): 812-833. (Equal Contribution)

5. Shaohui Wu, Yong Tan, Yubo Chen, Yitian (Sky) Liang (2022). How Is Mobile User Behavior Different?—A Hidden Markov Model of Cross-Mobile Application Usage Dynamics. Information Systems Research, 33(3): 1002-1022.

6. Ping Xiao, Ruli Xiao, Yitian (Sky) Liang, Xinlei (Jack) Chen, Wei Lu (2020). The Effect of the Governments Subsidy Program: Accessibility Beyond Affordability. Management Science, 66(7): 3211-3233.

7. Tak Huang, Yitian (Sky) Liang^*, Charles Weinberg, Gerald Gorn (2019). The Sleepy Consumer and Variety Seeking. Journal of Marketing Research, 56(2): 179-196, Lead Article.

8. Jason Ho, Yitian (Sky) Liang^*, Charles Weinberg, Jing Yan (2018). An Empirical Study of Uniform and Differential Pricing in the Movie Theatrical Market, Journal of Marketing Research, 55(3): 414-431. (Equal Contribution)

9. Weiguo Zhong, Ning Jia, Yitian (Sky) Liang, Xuan Tian et al. (2024). Business Administration Research in the Age of Artificial Intelligence——An Academic Review of the Business Administration Development Seminar Based on Artificial Intelligence Technology. Bulletin of National Natural Science Foundation of China, 5(38): 794–805, (in Chinese).

10. Xinlei (Jack) Chen, Yitian (Sky) Liang^* (2018). A Review and Reflection On the Analysis of China Questions in Marketing, Journal of Marketing Science, 13(4): 124-131, (in Chinese).

Industry Experience

Tsinghua University, Outstanding Faculty, 2024

Tsinghua University, SEM Outstanding Faculty (2018, 2024)

Tsinghua University, SEM Outstanding Research (2020, 2022)

Tsinghua University, SEM Outstanding Teaching 1^st Prize (2025)

Tsinghua University, SEM Outstanding Teaching 2^nd Prize (2024)

Tsinghua University, SEM Outstanding Teaching During Covid-19, 2020 Spring

Social Science and Humanities Research Council of Canada (SSHRC), Doctoral Fellowships, 2014–2016

Killam Doctoral Scholarship at UBC, 2012–2014

Four Year Fellowship at UBC, 2011–2014

Chinese National Scholarship, 2006