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Yi Liu

Yi Liu
Assistant Professor | Marketing
4182 Grainger Hall


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.


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