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, forthcoming in Production and Operations Management.
Papers Under Review
- “Selecting Creators to Sign on a Content-Sharing Platform: A Deep-DiD Approach,” with Jingbo Wang, Xinyu Cao, Zuo-Jun Max Shen, Yuhui Zhang, minor revision at Marketing Science.
Working Papers
- “The Heterogeneous Treatment Effect of Bullet Chats: An Instrumental-Variable Approach,” with Xinyu Cao, Jingbo Wang, Zuo-Jun Max Shen.
- “Boosting Platform Engagement through Diversity: An Algorithmic Feedback Approach,” with Shaochong Lin, Zhou Zhou, Zuo-Jun Max Shen.
- “Optimizing Influencer Marketing Campaign: A Joint Approach to Influencer Selection and Traffic Promotion,” with Pujun Zhang, Yiqi Sun, Dazhou Lei, Zuo-Jun Max Shen.
Conference Talks
“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
“Boosting Platform Engagement through Diversity: An Algorithmic Feedback Approach”:
- 15th POMS-HK International Conference, 2025; Session Chair
CV
You can find my CV here.