Mendoza School of Business


Yixing Chen

Assistant Professor
Marketing
  396 Mendoza College of Business
  • Biography
  • Background
  • Publications
  • Awards

Yixing Chen is an Assistant Professor of Marketing at the Mendoza College of Business and a faculty affiliate of the Mike and Josie Harper Cancer Research Institute and the Eck Institute for Global Health, University of Notre Dame. Yixing studies the social impact of marketing interventions, with a goal of measuring and improving the effectiveness of marketing spending for social sector organizations such as health care institutions and school districts. He is also interested in quantifying the return on investment in the context of digital markets such as social media. To study these questions, he uses the tools developed in applied econometrics, causal inference, and machine learning. His research has appeared in the Journal of Marketing, Journal of Marketing Research, and Harvard Business Review. His research has also been selected as the winner of the John A. Howard/AMA Doctoral Dissertation Award and a finalist for the Journal of Marketing MSI/H. Paul Root Award. At Notre Dame, Yixing teaches Marketing Analytics at the undergraduate and graduate level. Yixing received his Ph.D. in Business Administration (Marketing) from the Texas A&M University’s Mays Business School where he taught Marketing Analytics and won the Dean’s Award for Outstanding Teaching.

Education
Ph D, Texas A&M University, 2020
MBA, University of New Mexico, 2015
BA, Southwestern University of Finance and Economics, 2013

Areas of Expertise
Social Impact of Marketing Interventions
Marketing Strategy in the Digital Economy

"Novel Application of Predictive Modeling: Identifying Patients for a Tailored Approach to Promoting HCC Surveillance in Patients with Cirrhosis", (With Amit Singal, Shrihari Sridhar, Vikas Mittal, Hannah Fullington, Muzeeb Shaik, Akbar Waljee, Jasmin Tiro), Clinical Gastroenterology and Hepatology - Accepted (awaiting publication)

"Investigating the Academic Performance and Disciplinary Consequences of School District Internet Access Spending", (With Vikas Mittal, Shrihari Sridhar), Journal of Marketing Research, 58, 2021

"Improving Cancer Outreach Effectiveness through Targeting and Economic Assessments: Insights from a Randomized Field Experiment", (With Ju-Yeon Lee, Shrihari Sridhar, Vikas Mittal, Katharine McCallister, Amit Singal), Journal of Marketing, 84, 2020

"A Study Shows the Best Times of Day to Post to Social Media", (With Vamsi Kanuri, Shrihari Sridhar), Harvard Business Review, 2018

"Scheduling Content on Social Media: Theory, Evidence, and Application", (With Vamsi Kanuri, Shrihari Sridhar), Journal of Marketing, 2018

"John A. Howard/ AMA Doctoral Dissertation Award", American Marketing Association, 2021

"2018 Marketing Science Institute/H. Paul Root Award Finalist", American Marketing Association, 2019

"AMA-Sheth Foundation Doctoral Consortium Fellow", American Marketing Association, 2019

"Dean's Award for Outstanding Teaching", Mays Business School, Texas A&M University, 2019



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