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Zhang, Shunyuan Remove Zhang, Shunyuan →

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  • 2022
  • Working Paper

Reputation Burning: Analyzing the Impact of Brand Sponsorship on Social Influencers
By: Magie Cheng and Shunyuan Zhang
The growth of the influencer marketing industry warrants an empirical examination of the effect of posting sponsored videos on an influencer’s reputation. We collect a novel dataset of user-generated YouTube videos created by prominent English-speaking influencers in...  View Details
Keywords: Influencer Marketing; Social Influencers; Brand; Sponsorship; Video Analytics; Marketing; Brands and Branding; Media; Reputation
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  • April 2022
  • Article

Demand Interactions in Sharing Economies: Evidence from a Natural Experiment Involving Airbnb and Uber/Lyft
By: Shunyuan Zhang, Dokyun Lee, Param Singh and Tridas Mukhopadhyay
We examine whether and how ride-sharing services influence the demand for home-sharing services. Our identification strategy hinges on a natural experiment in which Uber/Lyft exited Austin, Texas, in May 2016 due to local regulation. Using a 12-month longitudinal...  View Details
Keywords: Airbnb; Uber; Natural Experiment; Geographic Demand Dispersion; Sharing Economy; Transportation; Demand and Consumers; Geographic Scope
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  • September–October 2021
  • Article

Frontiers: Can an AI Algorithm Mitigate Racial Economic Inequality? An Analysis in the Context of Airbnb
By: Shunyuan Zhang, Nitin Mehta, Param Singh and Kannan Srinivasan
We study the effect of Airbnb’s smart-pricing algorithm on the racial disparity in the daily revenue earned by Airbnb hosts. Our empirical strategy exploits Airbnb’s introduction of the algorithm and its voluntary adoption by hosts as a quasi-natural experiment. Among...  View Details
Keywords: Smart Pricing; Pricing Algorithm; Machine Bias; Discrimination; Racial Disparity; Social Inequality; Airbnb Revenue; Revenue; Race; Equality and Inequality; Prejudice and Bias; Price; Mathematical Methods; Accommodations Industry
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  • September 17, 2021
  • Article

AI Can Help Address Inequity—If Companies Earn Users' Trust
By: Shunyuan Zhang, Kannan Srinivasan, Param Singh and Nitin Mehta
While companies may spend a lot of time testing models before launch, many spend too little time considering how they will work in the wild. In particular, they fail to fully consider how rates of adoption can warp developers’ intent. For instance, Airbnb launched a...  View Details
Keywords: Artificial Intelligence; Algorithmic Bias; Technological Innovation; Perception; Diversity; Equality and Inequality; Trust; AI and Machine Learning
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  • August 2021
  • Case

Perfect Diary
By: Shunyuan Zhang and Sunil Gupta
Jinfeng (David) Huang founded Yatsen Holding Limited in 2016 and launched the first direct-to-consumer (DTC) cosmetic brand, Perfect Diary, in 2017. Perfect Diary used social influencers or key opinion leaders (KOL) to successfully build brand awareness and to grow...  View Details
Keywords: Direct-to-consumer; Social Influencers; Marketing; Digital Marketing; Competitive Strategy; Brands and Branding; Expansion; Beauty and Cosmetics Industry; Asia
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  • 2021
  • Working Paper

Risk Sensitivity or Social Signaling? Unmasking Behaviors with Video Analytics
By: Shunyuan Zhang, Kaiquan Xu and Kannan Srinivasan
In 2020, as the novel coronavirus spread globally, face masks were recommended in public settings to protect against and slow down the spread of the coronavirus. Why did people comply, or not, while shopping in 2020? Do these motivations relate to their shopping...  View Details
Keywords: Video Analytics; In-store Shopping; Mask; Sensitivity To Risk; Social Perception; COVID-19; Health Pandemics; Consumer Behavior; Risk and Uncertainty; Attitudes
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  • Article

From Words to Pixels: Text and Image Mining Methods for Service Research
By: Francisco Villarroel Ordenes and Shunyuan Zhang
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  • March 2019
  • Article

A Structural Analysis of the Role of Superstars in Crowdsourcing Contests
By: Shunyuan Zhang, Param Singh and Anindya Ghose
We investigate the long-term impact of competing against superstars in crowdsourcing contests. Using a unique 50-month longitudinal panel data set on 1677 software design crowdsourcing contests, we illustrate a learning effect where participants are able to improve...  View Details
Keywords: Crowdsourcing Contests; Superstar Effect; Bayesian Learning; Utility; Economics Of Information System; Dynamic Structural Model; Dynamic Programming; Markov Chain; Monte Carlo; Learning; Competition; Performance Improvement
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  • Research Summary

Overview
By: Shunyuan Zhang
Professor Zhang uses machine learning to address marketing problems that have arisen within the nascent sharing economy. She conducts rigorous analyses of structured and unstructured data generated by new sharing economy platforms to address important issues emerging...  View Details
  • Forthcoming
  • Article

What Makes a Good Image? Airbnb Demand Analytics Leveraging Interpretable Image Features
By: Shunyuan Zhang, Dokyun Lee, Param Singh and Kannan Srinivasan
We study how Airbnb property demand changed after the acquisition of verified images (taken by Airbnb’s photographers) and explore what makes a good image for an Airbnb property. Using deep learning and difference-in-difference analyses on an Airbnb panel dataset...  View Details
Keywords: Sharing Economy; Airbnb; Property Demand; Computer Vision; Deep Learning; Image Feature Extraction; Content Engineering; Property; Marketing; Demand and Consumers
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