Biography
Yi Liu joined the Wisconsin School of Business in August 2022 as an Assistant Professor in the Marketing Department.
Professor Liu’s main research interests lie in building theoretical models about technology (e.g., artificial intelligence) and online platforms to study their impact on customers and firms.
Professor Liu earned his B.S. in Information Management and Information Systems from Tsinghua University, and his Ph.D. in Marketing from the Wharton School, University of Pennsylvania.
Research
Selected Accepted Journal Articles
Liu, J. & Liu, Y. (2024). Asymmetric Impact of Matching Technology on Influencer Marketing: Implications for Platform Revenue Marketing Science
Selected Published Journal Articles
Liu, Y. & Yildirim, P. & Zhang, Z. (2023). Consumer Preferences and Firm Technology Choice International Journal of Research in Marketing
Liu, Y. & Lou, B. & Zhao, X. & Li, X. (2023). Unintended Consequences of Advances in Matching Technologies: Information Revelation and Strategic Participation on Gig-Economy Platforms Management Science
Liu, Y. & Yildirim, P. & Zhang, Z. (2022). Implications of Revenue Models and Technology for Content Moderation Strategies Marketing Science
Service
Editorial and Reviewing Activities
Production and Operations Management – Since January 2024
Ad Hoc Reviewer
Marketing Science – Since January 2024
Information Systems Research – Since January 2024
Journal of Marketing Research – Since January 2023
Ad Hoc Reviewer
International Journal of Research in Marketing – Since January 2023
Ad Hoc Reviewer
Journal of Economics & Management Strategy – Since January 2023
Ad Hoc Reviewer
Management Science – Since January 2022
Ad Hoc Reviewer
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