2020 – present, Associate (untenured) Professor of Marketing, Tsinghua University

2017 – 2020, Assistant Professor of Marketing, Tsinghua University

Doctoral Courses

Marketing Models I

Marketing Models II

Master Courses

Big Data Marketing (EMBA)

Advanced Pricing Strategy (MBA)

Advanced Business Analytics (MBA)

Marketing Analysis (BA, MoF, MiM)

Bachelor Courses

Marketing Analysis

My research interests include big data marketing, online video games, movie, digital advertising, charity, government subsidy, sleep deprivation. My papers have been published in top journals such as Journal of Marketing Research, Management Science, Information Systems Research, International Journal of Research in Marketing.

PUBLICATIONS

1. Yitian (Sky) Liang, Xinlei (Jack) Chen, Yuxin Chen, Ping Xiao, Jinglong Zhang (2023). Mobile Ad Fraud: Empirical Patterns in Publisher and Advertising Campaign Data. International Journal of Research in Marketing, (Forthcoming).

2. 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.

3. 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.

4. 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.

5. 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.

6. 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)

WORKING PAPERS

1. "Technology-enabled Incentive and Prosocial Behavior—An Empirical Study of Safe Driving with Telematics Monitoring," with Xinlei (Jack) Chen and Rui (Juliet) Zhu.

2. "Effectiveness of Advertising Campaigns on Short-Form Video Social Platforms: An Empirical Analysis through a Large-Scale Randomized Field Experiment on ByteDance," with Xinlei (Jack) Chen, Shengnan Han, Jinglong Zhang, Yubo Chen.

3. "Insufficient Sleep and Price Sensitivity," with Zining Wang, Tak Zhongqiang Huang, Gerald Gorn and Charles Weinberg.

4. "Does Pandemic Leads to More Exercise? An Empirical Investigation Using Online Yoga Exercise Data," with Xinlei (Jack) Chen, Yuxin Chen and Rui (Juliet) Zhu.

Industry Experience

Tsinghua University, School of Economics and Management Outstanding Research, 2020

Tsinghua University, School of Economics and Management Outstanding Teaching During Covid-19, 2020 Spring Semester

Tsinghua University, School of Economics and Management Outstanding Faculty, 2017–2018

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