Academic Title

Assistant Professor, Marketing

Research Interests
  • Digital Platforms & Entrepreneurial Marketing
  • Digital Analytics & Consumer Privacy in E-commerce
  • Wine Marketing
Research Summary

My recent researches focus on using the latest technologies (e.g. computer vision, machine learning, AI, digital analytics tracking) to study questions regarding (1) wisdom of crowds and entreprenurial activities on digital platforms (2) understanding consumer tradeoffs in data privacy and user experience (3) wine and coffee product marketing (4) analytics pedagogy at the business school

  • Ph.D., Management, State University of New York
  • Advanced Graduate Certificate in Complex System Science and Engineering (CX), Binghamton University
  • M.A., Research Methods and Statistics, University of Denver
  • B.A., Psychology, Maryville College
Recent Publications
  • Zheng, Y., Wang, Q., & Park, C. H. (2023). “Friend or Foe? The Impact of Refurbished Products in Markets with Network Effects and Standards Competition”, Journal of Operations Management, 1–19.
  • Wang, Y., Zheng, Y., & Xu, X. (2023). “Turn Left or Right? The Impact of Information Discrepancies Between Hosts’ Self-Disclosure Texts and Customers’ Reviews on Online Sales of Experience Projects in Sharing Economy”, International Journal of Electronic Commerce, 27:4, 469-499, DOI:
  • Lavoie. R. & Zheng, Y. (2023) “Smartphone use, flow and wellbeing: A case of Jekyll and Hyde,” Computers in Human Behavior, 138, 107442.
  • Yanar Gürce, M., Wang, Y., & Zheng, Y. (2023). “Artificial Intelligence & Collaborative Robots in Healthcare: From the Healthcare Professionals’ Perspective”, Transformation for Sustainable Business and Management Practices, Emerald Publishing Limited, Bingley, pp. 309-325.
  • Agarwal, M., Ma, Z. Park, C. H., & Zheng, Y. (2022). “The Impact of Financial Leverage on Marketing: An Empirical Analysis of Pricing and Promotion Decisions”, Journal of Business Research, 142, 844-857.
  • Zheng, Y., Hameed, T., Sendall, P., & Lavoie, R. (2021) “A Program Overview of Current Business Analytics Education Across US AACSB Schools”, Issues in Information Systems, 22(2), 306-317.
  • Zheng, Y., Mian, S., & Wang, Y. (2021) “The Strategic Investment in New Ventures by Crowdfunding Platforms: A Traction Toward Emerging Advanced Technologies”, Strategic Entrepreneurship: Theory and Practice, Springer, 207-230.
  • Bacon, D. R., Zheng, Y., Stewart, K. A., Johnson, C. J., & Pallab, P. (2016). “Using Conjoint Analysis to Evaluate and Reward Teaching Performance”, Marketing Education Review, 26(3), 143-153.

I have taught different courses at undergraduate level including Marketing Principles, Data Analytics, Marketing Research, Business Statistics, and graduate level including Digital Marketing Implementation & Optimization, Driving Business Success with Marketing Analytics, Concepts of Marketing, Trends and Innovation in Marketing.

Licenses and Certifications
  • Advanced Graduate Certificate in Complex System Science and Engineering (CX), Binghamton University
  • MIT xPRO Data Science Certificate
  • Google Ads and Google Analytics Certificates
  • Court of Master Sommeliers – Intro Sommelier