My research examines how novel technologies and digital environments reshape firm strategy, consumer behavior, and market outcomes, using large-scale data and empirical models. My most recent work centers on two themes. The first is influencer marketing: I study how the intermediaries and management systems behind creators shape the volume, variety, and quality of the content they produce, and how platform policies and firm strategies, from monetization to content embargoes, alter what creators supply. The second is artificial intelligence in digital markets: I study how AI is changing the way content is created, evaluated, and consumed on online platforms.
Publications
Iyengar, Raghu, Young-Hoon Park, and Qi Yu (2022). The Impact of Subscription Programs on Customer Purchases. Journal of Marketing Research, 59(6), 1101–1119.
JMR Top Cited Article, 2022–2023
Working Papers
More than Match-makers? How Do Influencer Management Systems Affect Content Volume and Variety (with Ernst Osinga)
Revise & resubmit, Journal of Marketing Research
When Money Mutes Mission: Platform Monetarization Policy and the Supply of Sustainability Content
From Aversion to Activation: The Impact of AI-Posted Content on User Contribution Quantity and Quality (with Peng Luo, Ying Chen, Banggang Wu, and Yongqiang Li)