About
Yan Cheng joined the College of Business at Shanghai University of Finance and Economics (SUFE) in 2024 as an Assistant Professor. Prior to joining SUFE, she received her Ph.D. degree in Management Science and Engineering from Tsinghua University. Yan holds a M.E.M. degree from Duke University, a B.A. degree in Communication and a B.S. degree in Economics from Tsinghua University.
Yan’s current research primarily examines various facets of online platforms, including a broad range of managerial and marketing topics:
- Online marketplace
- Platform strategy and ecosystem
- Creator economy
- The interface between operations management and marketing
Research
Journal Articles
- “From Social to Purchase: Customer Selection in Social Group Buying,” with Shaochong Lin, Zuo-Jun Max Shen, accepted at Production and Operations Management.
Papers Under Review
- “Selecting Creators to Sign on a Content-Sharing Platform: A Deep-DiD Approach,” with JingboWang, Xinyu Cao, Zuo-Jun Max Shen, Yuhui Zhang, major revision at Marketing Science.
Working Papers
- “The Heterogeneous Treatment Effect of Bullet Chats: An Instrumental-Variable Approach,” with Xinyu Cao, JingboWang, Zuo-Jun Max Shen.
- “How the Platform Enables Creators: An AI Feedback Perspective,” with Shaochong Lin, Zhou Zhou, Zuo-Jun Max Shen.
Conference Presentation
“From Social to Purchase: Customer Selection in Social Group Buying”:
- 13th POMS-HK International Conference, 2023
“Selecting Creators to Sign on a Content-Sharing Platform: A Deep-DiD Approach”:
- Marketing and the Creator Economy Conference, Columbia University, 2023
- 14th POMS-HK International Conference, 2024
CV
You can find my CV here.