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Yi Liu

Yi Liu
Assistant Professor | Marketing
4182 Grainger Hall

Biography

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.

Research

Selected Accepted Journal Articles

Liu, J. & Liu, Y. (2024). Asymmetric Impact of Matching Technology on Influencer Marketing: Implications for Platform Revenue Marketing Science

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

Service

Editorial and Reviewing Activities

Production and Operations Management – Since January 2024
Ad Hoc Reviewer

Marketing Science – Since January 2024
Ad Hoc Reviewer

Information Systems Research – Since January 2024
Ad Hoc Reviewer

Journal of Marketing Research – Since January 2023
Ad Hoc Reviewer

International Journal of Research in Marketing – Since January 2023
Ad Hoc Reviewer

Journal of Economics & Management Strategy – Since January 2023
Ad Hoc Reviewer

Management Science – Since January 2022
Ad Hoc Reviewer

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