Publications
Shijie Lu, Xin (Shane) Wang, Alix Barasch, June Cotte, Yu Ding, Siham El Kihal, Rajdeep Grewal, Praveen Kopalle, Xiao Liu, Sridhar Moorthy, Jun Hyun (Joseph) Ryoo, Isamar Troncoso, “Dissolving Boundaries in the Metaverse: Implications of Loosened Constraints on Identity, Time, Space, and Financial Access for Marketing Research,” International Journal of Research in Marketing, forthcoming.
Tsung-Yiou Hsieh, Rex Du, Shijie Lu, “Leveraging Large-Scale Granular Single-Source Data for TV Advertising: An Identification Strategy,” Marketing Science, forthcoming. [pdf] [online appendix]
Xintong Han, Shijie Lu, Xin (Shane) Wang, Nan Cui (2026), “Effectiveness of Online Education During the COVID-19 Pandemic: Evidence from Chinese Universities,” Production and Operations Management, 35(3), 978–994. [pdf] [online appendix] Featured in South Bend Tribune, Notre Dame News, TheEduLedger, Phys.Org, Futurity
Dai Yao, Shijie Lu, Xingyu Chen (2025), "Crowding-Out in Content Monetization under Pay What You Want: Evidence from Live Streaming," Production and Operations Management, 32(12), 3937-3957. [pdf] [online appendix] Featured in Notre Dame News
Shijie Lu, Sha Yang, Alex Yao (2025), "Within-Category Satiation and Cross-Category Spillover in Multiproduct Advertising," Journal of Marketing, 89(2), 119-140. [pdf] [online appendix] Featured in AMA, Notre Dame News
Shijie Lu, Isaac Dinner, Rajdeep Grewal (2023), “The Ripple Effect of Firm-Generated Content on New Movie Releases,” Journal of Marketing Research, 60(5), 908-931. [pdf] [online appendix] Featured in Notre Dame News
Eunsoo Kim, Annie Ding, Xin (Shane) Wang, Shijie Lu (2023), “Does Topic Consistency Matter? A Study of Critic and User Reviews in the Movie Industry,” Journal of Marketing, 87(3), 428-450. [pdf] [online appendix] Featured in AMA, Notre Dame News
Shijie Lu, Ying Xie, Xingyu Chen (2023), “Immediate and Enduring Effects of Digital Badges on Online Content Consumption and Generation,” International Journal of Research in Marketing, 40(1), 146-163. [pdf] [online appendix]
Shijie Lu, Dai Yao, Xingyu Chen, Rajdeep Grewal (2021), "Do Larger Audiences Generate Greater Revenues under Pay What You Want? Evidence from a Live Streaming Platform," Marketing Science, 40(5), 964-984. [pdf] [online appendix] Featured in Houston Public Media
Xin (Shane) Wang, Shijie Lu, Xi Li, Mansur Khamitov, Neil Bendle (2021), "Audio Mining: The Role of Vocal Tone in Persuasion," Journal of Consumer Research, 48(2), 189-211 (lead article). [pdf] [online appendix] Featured in JCRNEWS
Shijie Lu, Koushyar Rajavi, Isaac Dinner (2021), "The Effect of Over-the-Top Media Services on Piracy Search: Evidence from a Natural Experiment," Marketing Science, 40(3), 548-568. [pdf] [online appendix] Featured in INFORMS, Resoundlingy Human Podcast, TorrentFreak
Jun Hyun (Joseph) Ryoo, Xin (Shane) Wang, Shijie Lu (2021), "Do Spoilers Really Spoil? Using Topic Modeling to Measure the Effect of Spoiler Reviews on Box Office Revenue," Journal of Marketing, 85(2), 70-88. [pdf] [online appendix] Featured in JM Webinar
Shijie Lu, Xin (Shane) Wang, Neil Bendle (2020), "Does Piracy Create Online Word of Mouth? An Empirical Analysis in the Movie Industry," Management Science, 66(5), 2140-2162. [pdf] [online appendix] Featured in TorrentFreak
Shijie Lu, Sha Yang (2017), "Investigating the Spillover Effect of Keyword Market Entry in Sponsored Search Advertising," Marketing Science, 36(6), 976-998. [pdf] [code] Featured in MSI report
Shijie Lu, Yi Zhu, Anthony Dukes (2015), "Position Auctions with Budget Constraints: Implications for Advertisers and Publishers," Marketing Science, 34(6), 897-905. [pdf] [online appendix]
Sha Yang, Shijie Lu, Xianghua Lu (2014), "Modeling Competition and Its Impact on Paid-Search Advertising," Marketing Science, 33(1), 134-153. [pdf] [code]