Research

My recent research projects inspect:

  • sales lift of in-house vs. outsourced livestreaming
  • effectiveness of live-streamers’ communication strategies
  • prosocial influencer behavior

In terms of methodologies, I intertwine econometric methods with advances in computer science. I approach research questions using a variety of techniques, such as instrumental methods, maximum likelihood methods, grouped fixed effects, natural language processing, computer vision, and Generative AI.

My long-term research goal is to seek innovative solutions to marketing challenges in the digital era. Specifically, I’d like to decode the vast amount of unstructured data that consumers encounter every single day, and investigate their impact on consumer behavior.

Working Papers:

  • A Deep Dive into Live-Streaming Sales Pitch. Zining Wang, Yanwen Wang, Shuai Yang, and Hongju Liu. Job Market Paper

  • Sales Impacts of Live Streaming. Yanwen Wang, Shuai Yang, Hongju Liu, and Zining Wang.

  • Toward a Thriving Two-Sided Ecosystem: The Ripple Effect of User Feedback on Content Creation. Zining Wang and Yanwen Wang. Finalist in the Inaugural 2020 RMP Data-Driven Research Challenge

Work in Progress:

  • When Good Deeds Pay Off: Investigating the Impact of Prosocial Influencer Behavior. Zining Wang and Mi Zhou.

  • Pronoun Usage in Influencer Livestreaming. Zining Wang and Shangwen Yi.