Yu "Jeffrey" Hu is Sharon A. and David B. Pearce Professor, Director of China Program, Co-Director of Business Analytics Center, and Associate Director of Master of Science in Analytics 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, business analytics, electronic commerce, mobile commerce, social media, consumer behavior, and online advertising. He coauthored the first paper on the "Long Tail" phenomenon in Internet markets and the first paper on the value of social media in predicting stock markets, and he is among the first to measure the effect of social media promotions on product sales. He has advised or consulted for many companies and governments in the U.S., Europe, and China. He is frequently invited to speak at industry conferences and has taught top-level executives from many companies.
His research uses empirical and analytical models to study social media, mobile commerce, electronic commerce, omni-channel retailing, retailers’ product variety/assortment decision, and consumers’ online and offline shopping behaviors. He has also written papers on pricing models in online advertising and online consumer privacy protection.
His research has been published in top journals such as Management Science, Information Systems Research, Review of Financial Studies, 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, INC. Magazine, National Public Radio, Atlanta Journal-Constitution, Atlanta Channel 2 (WSBTV), SeekingAlpha.com, Bankrate.com, Wallethub.com, 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, Jay Ross Young Faculty Scholar Award,and John and Mary Willis Young Faculty Scholar Award. He has been nominated for Purdue University’s Teaching For Tomorrow Award, and has been a Hesburgh Award Teaching Fellow at Georgia Tech.
Dr. Hu is an Associate Editor for Management Science (since 2011), and has served as an Associate Editor for Information Systems Research (2012-2016) and a Track Chair and Associate Editor for conferences such as International Conference on Information Systems.
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Shen, Wenqi, Yu Jeffrey Hu, and Jackie Rees. 2015. “Competing for Attention: An Empirical Study of Online Reviewers’ Strategic Behaviors.” MIS Quarterly. 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.
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. http://ssrn.com/abstract=1807265
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 Mohammad Rahman. 2013. “Competing in the Age of Omnichannel Retailing.” MIT Sloan Management Review.
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. http://ssrn.com/abstract=995647
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.
Brynjolfsson, Erik, Yu (Jeffrey) Hu, and Michael D. Smith. 2006. “From Niches to Riches: The Anatomy of the Long Tail.” Sloan Management Review, 47(4) 67-71.
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.