Research Interest

Quantitative modeling of social influence, Matching models, Business network, Multilevel (Network) marketing, Entertainment industry, Bayesian statistics and econometrics, Physiological measures

Research

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My broad research interest is in the quantitative modeling of social influence under business and consumer settings. The two main research streams that I am currently interested in are 1) Examining the business network, such as the distributor network in the Multi-level (Network) marketing industry, and 2) Focusing on the consumer's perception of the experiential product consumption in the Entertainment industry. Please see the full abstracts and downloadable working papers below, which will be updated periodically. For the projects under progress, short abstracts are provided.  

I have experience with a wide range of quantitative research methods, ranging from working with network data to running experiments using surveys and physiological measures. I enjoy learning and adopting different approaches, and look forward to continue doing so in my future career.

Multi-level (Network) Marketing

Distributor network
"Social versus Economic Factors in Network Formation:  An Empirical Analysis of the Multi-level Marketing Industry" 
​- with Puneet Manchanda  (working paper Please do not circulate*) 
(Full Abstract) Unlike social networks, where relationships are mainly driven by homophily or by social motives, Multi-level Marketing networks are unique as the existing distributors (IBOs) and the new joiners also expect economic returns from the relationship. We leverage a novel dataset provided to us by a large MLM firm to examine the importance of economic returns network formation versus that of social motives in determining the formation of the networks. We also examine the role of current network structure in network formation. In order to reflect disparate perspectives in creating the relationship from the two sides (new joiners' and current distributors), we use a Bayesian two-sided matching model. Our results suggest that network formation is determined broadly two different sources of information representing the potential economic returns for both sides. As a new joiner, business support related information mattered in network formation. IBOs on the other hand placed a lot of importance on information that could signal the future potential income of new joiners. Demographic homophily and geographic distance also had a significant impact on matching.
"Identifying Influential Distributors in Multi-level Marketing Business Networks" 
​- with Puneet Manchanda  (work in progress) 
(Short Abstract) MLM firms face a high turnover rate. What MLM firms can do to tackle this issue is to use indirect ways of compensating potentially influential IBOs who have show the ability to develop and retain distributors. However, little is known about what makes distributors in MLM settings successful. Previous literature suggests that besides economic success, social influence could also plays a role in performance. We are under progress of proposing a model to identify successful distributors using the past performance of a large number of distributors. The implications of the results for the firm are also discussed.

Experiential Products Consumption

July 7, 2014 at Comerica park, Detroit, MI.
​Detroit Tigers versus LA Dodgers game
"How Shared Consumption Enhances Entertainment Experiences"
​​​- with Anocha Aribarg & Natasha Zhang Foutz (​Featured in Marketing Science Institute ( MSI ) Working Paper Series, Report No. 16 - 126)
(Full Abstract)  ​Shared experiential consumption, such as shared sports viewing, vacations, and shopping, is ubiquitous and plays an important role in consumers’ well-being. Nonetheless, how shared consumption enhances experiences is not well understood. This research reveals the fundamental physiological mechanisms: shared consumption enhances experiences by elevating moment-to-moment (MTM) arousal, specifically by sustaining the arousal trend and inducing arousal spillover among co-experiencers. It also presents two key characteristics of shared consumption – social salience (low versus high) and relationship distance (close versus distant) as moderators of these two mechanisms. We conducted two studies: a lab study where participants wore Galvanic Skin Response (GSR) wristbands while watching a video, and a field study where participants self-reported their arousal. The two studies produce consistent findings. First, shared consumption generates stronger arousal trends than solo consumption, particularly among co-experiencers with mismatched social salience. Second, shared consumption also induces positive arousal spillover, especially among co-experiencers with low social salience and a distant relationship. These findings highlight the strategic importance of advocating shared experiential consumption, particularly among consumers with mismatched social salience. 
​​"Is There Any Goal Premium on Billboards? - Examining the Effectiveness of Sports Sponsorship" ​
- with Anocha Aribarg & Peter Stuggen ​(work in progress)
(Short Abstract) The study aims to examine the effectiveness of embedded sport sponsorship (in particular, ads placed around the field during a soccer match) in TV broadcasts. In particular, prior research does not clearly inform us about how the arousal/valence of the focal stimuli (e.g.,sports game) affects individual attitude towards the peripheral stimuli (e.g., sponsoring brands). By utilizing eye tracking data, we plan to examine how consumers process sports sponsorship information and how it influences the effectiveness of the sponsorship in terms of memory about the sponsoring brand. Also, we explore how consumers arousal and emotional valence induced by sponsored events play a role in moderating the effectiveness of sports sponsorship impact (e.g., Brand recognition).