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马力烨

Liye Ma

卡内基梅隆大学泰伯商学院博士
长江商学院市场营销学访问副教授

Email:
lyma@ckgsb.edu.cn

下载个人简历

教授简介:

马力烨教授现为长江商学院市场营销学访问副教授,并任教于美国马里兰大学史密斯商学院市场营销学副教授。他主讲市场营销研究,数据科学,实践项目等课程;主要研究领域是:互联网营销,社交媒体,移动平台,消费者动态行为,和高科技营销。他开发量化模型去分析,理解,和预测数字经济中消费者的行为,并根据消费者行为帮助商家进行数字营销决策。他的论文发表在《市场营销科学》,《市场营销研究》,《管理科学》,《信息系统研究》等专业学术期刊。他是《市场营销研究》的编委会成员,并在芝加哥大学、沃顿商学院、哥伦比亚大学、纽约大学,塔克商学院,加州大学伯克利分校等美国多所知名大学发表过演讲。

主要研究领域

互联网营销
社交媒体
移动平台
消费者动态行为
高科技营销

主讲课程:

  • 市场营销研究
  • 数据科学
  • 实践项目教程

学术成就

  1. Marketing Science Institute Young Scholar, 2017.

  2. Finalist, John D.C. Little Best Paper Award, INFORMS, 2016.

  3. William W. Cooper Doctoral Dissertation Award in Management or Management Science, Carnegie Mellon University, 2011.

主要学术成果

Refereed Publications

  1. Michael Trusov, Liye Ma and Zainab Jamal, (2016), “Crumbs of the Cookie: User Profiling in Customer-Base Analysis and Behavioral Targeting,”Management ScienceSpecial Issue on Big Data, Vol. 35, No. 3, pp. 405-426.

  2. Liye Ma, Baohong Sun and Sunder Kekre, (2015), “The Squeaky Wheel Gets the Grease - An Empirical Analysis of Customer Voice and Firm Intervention on Twitter,”Marketing Science,Vol. 34, No. 5, pp. 627-645. (Finalist, John D.C. Little Award, Lead Article)

  3. Liye Ma, Ramayya Krishnan and Alan Montgomery, (2015), “Latent Homophily or Social Influence? An Empirical Analysis of Purchase within a Social Network,” Management Science61(2) 454-473.

  4. Kinshuk Jerath, Liye Ma, and Young-Hoon Park, (2014), “Consumer Click Behavior at a Search Engine: The Role of Keyword Popularity,” Journal of Marketing ResearchVol. 51, No. 4, pp. 480-486.

  5. Liye Ma, Alan Montgomery, Param Vir Singh, and Michael Smith, (2014), "An Empirical Analysis of the Impact of Pre-Release Movie Piracy on Box-Office Revenue," Information Systems Research25(3), 590-603.

  6. S. Sriram, Puneet Manchanda, Mercedes Esteban Bravo, Junhong Chu, Liye Ma, Minjae Song, Scott Shriver, and Upender Subramanian, (2014), "Platforms: a multiplicity of research opportunities,"Marketing Letters26(2), 141-152.

  7. Kinshuk Jerath, Liye Ma, Young-Hoon Park and Kannan Srinivasan, (2011), “A ‘Position Paradox’ in Sponsored Search Auctions,” Marketing Science30(4), 612-627.