Hi, I am an Assistant Professor in Marketing at Leavey School of Business, Santa Clara University. I obtained my Ph.D. degree from the Graduate School of Economics, Finance, and Management (GSEFM), Goethe University Frankfurt.
My primary research interests lie in Digital Advertising and Media. In particular, I investigate how digital ads impact users’ consumption and publishers’ production of news. And I leverage natural experiments capturing the effects of technologies that interact with users’ exposure to advertising—including ad blockers (software that removes digital ads on the internet) and alternative monetization mechanisms such as paywalls. To better analyze the information contained in the news content, I also develop and apply new textual analysis methods.
As an empirical researcher, I usually work with observational data (using applied econometrics and machine learning methods). For instance, I created large-scale datasets about real-life news consumption and production. Recently, I also started to design online experiments.
You can reach me at: syan2 [at] scu [dot] edu
Yan, Shunyao, Klaus M. Miller, and Bernd Skiera. “How Does the Adoption of Ad Blockers Affect News Consumption?” Journal of Marketing Research, (Oct 2022). https://doi.org/10.1177/00222437221076160
Skiera, Bernd, Shunyao Yan, Johannes Daxenberger, Marcus Dombois, and Iryna Gurevych. “Using Information-Seeking Argument Mining to Improve Service.” Journal of Service Research, (June 2022). https://doi.org/10.1177/10946705221110845.