期刊论文（国际）
*：通讯作者；#：共同第一作者；&：本人指导学生
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 (Forthcoming).
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 Government's 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)
期刊论文（国内）
1. 陈歆磊，梁屹天* (2018)，营销领域中国问题的研究及思考，营销科学学报，13(4): 124-131。
科研项目
基金委优秀青年科学基金项目（营销决策的模型研究），2023 – 2025
基金委青年科学基金项目《网络游戏玩家交易市场的实证机制设计》（主持，评估：优），2020 - 2022
基金委重大项目子课题《共享经济平台服务运作模式与风险管理》（参与），2020 - 2024
基金委重大研究计划集成项目《面向商务领域的大数据资源池及集成示范平台》（参与），2018 - 2021
