UCL School of Management

Yiting Deng

Lecturer (assistant professor)
Phone number
(0)20 3108 6081
(internal 56081)
Office location
Level 38, 1 Canada Square
Rm NW4
Elsewhere

Biography

Yiting Deng is an Assistant Professor of Marketing and Analytics at the UCL School of Management, University College London. Her main research interests are in digital platforms, advertising, media consumption, and two-sided markets.

Yiting received her PhD in Marketing and MS in Statistics from Duke University. She also holds Bachelor’s degrees in Economics and Statistics and a Master’s degree in Economics from Peking University. Prior to joining UCL, she was an Assistant Professor at the University of Notre Dame’s Mendoza College of Business. She has taught at institutions including Duke, Notre Dame, Cambridge, and Peking University. 

Research

Yiting’s research has been published in academic journals such as Management Science, Marketing ScienceJournal of Marketing Research, Journal of Economic Behavior and Organization, International Journal of Research in Marketing, and Statistical Science

Press

PhD supervisor to:

Selected publications
Alantari, H. J., Currim, I. S., Deng, Y., & Singh, S. (2021). An Empirical Comparison of Machine Learning Methods for Text-based Sentiment Analysis of Online Consumer Reviews. International Journal of Research in Marketing. doi:10.1016/j.ijresmar.2021.10.011 [link]
Wang, W., Miao, W., Liu, Y., Deng, Y., & Cao, Y. (2021). The Impact of COVID-19 on the Ride-Sharing Industry and Its Recovery: Causal Evidence from China. Transportation Research Part A: Policy and Practice. doi:10.1016/j.tra.2021.10.005 [link]
Deng, Y., Staelin, R., Wang, W., & Boulding, W. (2018). Consumer sophistication, word-of-mouth and “False” promotions. Journal of Economic Behavior and Organization. doi:10.1016/j.jebo.2018.05.011 [link]
Deng, Y., & Mela, C. F. (2018). TV Viewing and Advertising Targeting. Journal of Marketing Research. doi:10.1509/jmr.15.0421 [link]
Mela, C. F., Roos, J., & Deng, Y. (2013). A Keyword History of Marketing Science. Marketing Science. doi:10.1287/mksc.1120.0764 [link]
Deng, Y., Hillygus, D. S., Reiter, J. P., Si, Y., & Zheng, S. (2013). Handling Attrition in Longitudinal Studies: The Case for Refreshment Samples. Statistical Science, 28 (2), 238-256. doi:10.1214/13-STS414 [link]