Dissolving Boundaries in the Metaverse: Implications of Loosened Constraints on Identity, Time, Space, and Financial Access for Marketing ResearchShijie LyuXin WangAlixandra BaraschJune CotteYu DingSiham El KihalRajdeep GrewalPraveen KopalleXiao LiuSridhar MoorthyJun Hyun RyooIsamar TroncosoInternational Journal of Research in Marketing4322026
Leveraging Large-Scale Granular Single-Source Data for TV Advertising: An Identification StrategyTsung-Yiou HsiehRex DuShijie LyuMarketing Science4532026
Effectiveness of Online Education During the COVID-19 Pandemic: Evidence from Chinese UniversitiesXintong HanShijie LyuXin WangNan CuiProduction and Operations Management3532026
Crowding-Out in Content Monetization Under Pay What You Want: Evidence from Live StreamingDai YaoShijie LyuXingyu ChenProduction and Operations Management2025
Within-Category Satiation and Cross-Category Spillover in Multiproduct AdvertisingShijie LyuSha YangYao YaoJournal of Marketing2025
The Ripple Effect of Firm-Generated Content on New Movie ReleasesShijie LyuIsaac DinnerRajdeep GrewalJournal of Marketing Research2023
Does Topic Consistency Matter? A Study of Critic and User Reviews in the Movie IndustryEunsoo KimAnnie DingShane WangShijie LyuJournal of Marketing2023
Immediate and Enduring Effects of Digital Badges on Online Content Consumption and GenerationShijie LyuYing XieXingyu ChenInternational Journal of Research in Marketing2023
Do Larger Audiences Generate Greater Revenues Under Pay What You Want? Evidence from a Live Streaming PlatformShijie LyuDai YaoXingyu ChenRajdeep GrewalMarketing Science2021
The Effect of Over-the-Top Media Services on Piracy Search: Evidence from a Natural ExperimentShijie LyuKoushyar RajaviIsaac DinnerMarketing Science2021