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Hu, Yu Jeffrey

Yu Jeffrey Hu

Sharon A. and David B. Pearce Professor,
Yu Jeffrey Hu profile photo

Functional Area(s):
business analytics
electronic commerce
social media
mobile commerce
machine learning
PhD, Management Science and Information Technology, MIT Sloan School of Management
MS, Economics (with honor), University of Wisconsin-Madison
BS, Finance (outstanding graduating student), Tsinghua University

Yu "Jeffrey" Hu is Sharon A. and David B. Pearce Professor at Georgia Institute of Technology’s Scheller College of Business. He is also a Digital Fellow at MIT's Initiative on Digital Economy. He is an expert on big data, analytics, digital economy, digital transformation, electronic commerce, omni-channel retailing, offline commerce, social media, and fintech. His research uses econometric, machine learning, and analytical models to study consumer behaviors in environments such as electronic commerce, omni-channel retailing, offline commerce, social media, mobile app, fintech, and healthcare. 

He coauthored the first paper discovering the "Long Tail" phenomenon in Internet markets, the first paper proving the value of social media in predicting stock markets, and the first paper using interpretable machine learning to quantify ROI of maketing campaigns. He has been an expert, consultant, or advisor for many large companies and governments around the world, and has taught many top executives. He is frequently invited to speak at industry conferences. He has served as a Co-Director of Business Analytics Center and Associate Director of Master of Science in Analytics.

His research has been published in top journals such as Management Science, Information Systems Research, Review of Financial Studies, Marketing Science, MIT Sloan Management Review, Economic Inquiry, International Journal of Industrial Organization, and Management Information Systems Quarterly. His research has been discussed and cited by media outlets such as Wall Street Journal, New York Times, Reuters, Bloomberg, InformationWeek, Wired Magazine, TIME Magazine, Forbes, INC. Magazine, The Telegraph, National Public Radio,,, etc. His papers have been adopted for classroom use by many top universities around the world.

He has won research awards such as the inaugural Management Science Best Paper Award in Information Systems, Linda and Lloyd L. Byars Award for Faculty Research Excellence, Jay Ross Young Faculty Scholar Award, and John and Mary Willis Young Faculty Scholar Award. He has also won Fulltime MBA Professor of the Year, been nominated for Georgia Tech's Outstanding Faculty Research Award, Purdue University’s Teaching For Tomorrow Award, and been a Hesburgh Award Teaching Fellow at Georgia Tech.

Dr. Hu is or has been an Associate Editor for Management Science and Information Systems Research, and a Track Chair and Associate Editor for conferences such as International Conference on Information Systems.

Published Papers

  • Lizhen Xu, Jason A. Duan, Yu (Jeffrey) Hu, Yuan Cheng, and Yan Zhu. 2019. "Forward-Looking Behavior in Mobile Data Consumption and Targeted Promotion Design: A Dynamic Structural Model," Information Systems Research, Vol. 30, No. 2, pp. 616-635.

  • Xu, Jiao, Chris Forman, and Yu Jeffrey Hu. "Battle of the Internet Channels: How Do Mobile and Fixed-Line Quality Drive Internet Use?." Information Systems Research 30, no. 1 (2019): 65-80.

  • Chen, Hailiang, Yu Jeffrey Hu, and Michael D. Smith. 2017. “The Impact of eBook Distribution on Print Sales: Analysis of a Natural Experiment.” Management Science. Forthcoming.

  • Dou, Yifan, Yu Jeffrey Hu, and D.J. Wu. 2017. “Selling or Leasing? Pricing Information Goods with Depreciation of Consumer Valuation.” Information Systems Research. Forthcoming.

  • Hu, Yu Jeffrey, Jiwoong Shin, and Zhulei Tang. 2016. “Incentive Problems in Performance-based Online Advertising: Cost-per-Click vs. Cost-per-Action.” Management Science, 62(7) 2022-2038.

  • Shen, Wenqi, Yu Jeffrey Hu, and Jackie Rees. 2015. “Competing for Attention: An Empirical Study of Online Reviewers’ Strategic Behaviors.” MIS Quarterly, 39(3) 683-696.

  • Chen, Hailiang, Prabuddha De, and Yu Jeffrey Hu. 2015. “IT-Enabled Broadcasting in Social Media: An Empirical Study of Artists’ Activities and Music Sales.” Information Systems Research, 26(3) 513-531.

  • Chen, Hailiang, Prabuddha De, Yu Jeffrey Hu, and Byoung-Hyoun Hwang. 2014. "Wisdom of Crowds: The Value of Stock Opinions Transmitted Through Social Media." Review of Financial Studies.

  • Hu, Yu Jeffrey, and Zhulei Tang. 2014. “The Impact of Sales Tax on Remote Sales: Evidence from a Natural Experiment.” International Journal of Industrial Organization, 32, 84-90.

  • De, Prabuddha, Yu Jeffrey Hu, and Mohammad Rahman. 2013. “Product-Oriented Web Technologies and Product Returns: An Exploratory Study.” Information Systems Research, 24(4) 998-1010.

  • Brynjolfsson, Erik, Yu Jeffrey Hu, and Duncan Simester. 2011. “Goodbye Pareto Principle, Hello Long Tail: The Effect of Search Costs on the Concentration of Product Sales.” Management Science, 57(8) 1373-1386.

  • Brynjolfsson, Erik, Yu (Jeffrey) Hu, and Michael D. Smith. 2010. “Long Tails vs. Superstars: The Effect of Information Technology on Product Variety and Sales Concentration Patterns.” Information Systems Research, 21(4) 736-747.

  • De, Prabuddha, Yu (Jeffrey) Hu, and Mohammad Rahman. 2010. “Technology Usage and Online Sales: An Empirical Study.” Management Science, 56(11) 1930-1945.

  • Brynjolfsson, Erik, Yu (Jeffrey) Hu, and Mohammad Rahman. 2009. "Battle of The Retail Channels: How Product Selection and Geography Drive Cross-channel Competition." Management Science, 55(11) 1755-1765.

  • Simester, Duncan, Yu (Jeffrey) Hu, Erik Brynjolfsson, and Eric Anderson. 2009. “Dynamics of Retail Advertising: Evidence from a Field Experiment.” Economic Inquiry, 47(3) 482-499.

  • Tang, Zhulei, Yu (Jeffrey) Hu, and Michael D. Smith. 2007. “Gaining Trust through Online Privacy Protection: Self-Regulation, Mandatory Standards, or Caveat Emptor.” Journal of Management Information Systems, 24(4) 153-173.

  • Brynjolfsson, Erik, Yu (Jeffrey) Hu, and Michael D. Smith. 2003. “Consumer Surplus in the Digital Economy: Estimating the Value of Increased Product Variety at Online Booksellers.” Management Science, 49(11) 1580-1596.

  • Ren, Charlotte, Ye Hu, Yu (Jeffrey) Hu, and Jerry Hausman. 2011. “Managing Product Variety and Collocation in a Competitive Environment: An Empirical Investigation of Consumer Electronics Retailing.” Management Science, 57(6) 1009-1024.
Practitioner Publications

  • Brynjolfsson, Erik, Yu Jeffrey Hu, and Mohammad Rahman. 2013. “Competing in the Age of Omnichannel Retailing.” MIT Sloan Management Review.

  • Brynjolfsson, Erik, Yu (Jeffrey) Hu, and Michael D. Smith. 2006. “From Niches to Riches: The Anatomy of the Long Tail.” MIT Sloan Management Review, 47(4) 67-71.