معرفی
Shan Yu is an Assistant Professor in the Department of Marketing at the University of Massachusetts Boston. Her research focuses on healthcare marketing, social media marketing, entertainment marketing, and high-technology B2B marketing.
- PhD in Marketing, University of Arizona
- Master of Economics, Jinan University
- Bachelor of Economics, Shandong University of Finance and Economics
Dr. Yu specializes in using empirical models and information economics theories to analyze marketing strategies in healthcare, social media, entertainment, and high-tech B2B domains. Her work examines mechanisms like money-back guarantees, medical crowdfunding design, new product development, and technology licensing contracts to address consumer decision-making under information asymmetry.
Recent publications analyze IVF industry productivity, money-back guarantees, and digital music popularity using machine learning. These works intersect healthcare, economics, and technology, emphasizing data-driven insights and ethical marketing practices.
- Dissertation Grant ($8,500) from Center for Management Innovations in Health Care, University of Arizona, 2015
- Lisle & Roslyn Payne Outstanding Doctoral Student Award, University of Arizona, 2014
- Fellow, AMA Sheth Foundation Doctoral Consortium, 2014
- Fellow, University of Houston Doctoral Symposiums, 2013 & 2015
Dr. Yu teaches courses like MKT 301: Principles of Marketing and MKT 310: Data Analysis for Marketing Management. Her research on IVF clinic money-back guarantees has garnered media attention from platforms such as Inside Higher Ed, Newswise, and ScienceDaily.
