Shan Yu
Area of Expertise
Healthcare Marketing, Social Media Marketing, Entertainment Marketing, and High-Technology B2B Marketing
Degrees
PhD in Marketing, University of Arizona
Master of Economics, Jinan University
Bachelor of Economics, Shandong University of Finance and Economics
Professional Publications & Contributions
- Zhang, Jurui, Shan Yu, Raymond Liu, Guang-Xin Xie, and Leon Zurawicki, "Unveiling the melodic matrix: exploring genre-and-audio dynamics in the digital music popularity using machine learning techniques", Marketing Intelligence & Planning, 2024; Vol. ahead-of-print No. ahead-of-print.
- Yu, Shan, Mrinal Ghosh, and Madhu Viswanathan “Money-Back Guarantees and Service Quality: The Marketing of In Vitro Fertilization Services”. Journal of Marketing Research. 2022; 59(3):659-673.
Additional Information
Media
- NPR - Academic Minute Podcast: “Are Money-Back Guarantee Programs by IVF Clinics Marketing Gimmicks?” 07/21/2022. This podcast episode has been featured on multiple platforms, including Inside Higher Ed, AAC&U, Clear Publicist, Newswise, etc.
- News Article: “In-Vitro Fertilization Clinics Offering Money-Back Guarantees Achieve Better Outcomes with Less Aggressive Treatments”. This article has received widespread media attention, being featured on multiple platforms, including Newswise 03/23/2022, Mirage News 03/24/2022, MedicalXpress 03/23/2022, ScienceDaily 03/23/2022, EurekAlert 03/23/2022, Today UK News 03/24/2022, and Health Europa 03/24/2022, etc.
Courses Taught
- MKT 310: Data Analysis for Marketing Management
- MKT 301: Principles of Marketing
Grants, Honors, and Awards:
- 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, 31st and 33rd Annual University of Houston Doctoral Symposium, 2013, 2015