Liye Ma

Assistant Professor

3323 Van Munching Hall
(301) 405-8982
Ph.D., Carnegie Mellon University

Joined University of Maryland in 2011.

Liye Ma teaches the undergraduate Marketing Research Methods class and the Data Science class in the Masters of Marketing Analytics program. His research focuses on issues at the intersection of marketing and technology, with the current emphasis on Internet and Social Media. His work has been published at various journals including Marketing Science, Journal of Marketing Research, Management Science, and Information Systems Research. He joined the Marketing Department in Fall 2011 after obtaining the PhD degree from the Tepper School of Business at Carnegie Mellon University. 

Selected Publications

Michael Trusov, Liye Ma and Zainab Jamal, (2015), “Crumbs of the Cookie: User Profiling in Customer-Base Analysis and Behavioral Targeting,” forthcoming at Marketing Science.

Liye Ma, Baohong Sun and Sunder Kekre, (2015), “Squeaky Wheel Gets the Grease - An Empirical Analysis of Customer Voice and Firm Intervention on Twitter,” forthcoming at Marketing Science.

Liye Ma, Ramayya Krishnan and Alan Montgomery, (2015), “Latent Homophily or Social Influence? An Empirical Analysis of Purchase within a Social Network,” Management Science, 61(2) 454-473

Kinshuk Jerath, Liye Ma, and Young-Hoon Park, (2014), “Consumer Click Behavior at a Search Engine: The Role of Keyword Popularity,” Journal of Marketing Research, Vol. 51, No. 4, pp. 480-486.

Liye Ma, Alan Montgomery, Param Vir Singh, and Michael Smith, (2014), "An Empirical Analysis of the Impact of Pre-Release Movie Piracy on Box-Office Revenue," Information Systems Research, 25(3), 590-603.

S. Sriram, Puneet Manchanda, Mercedes Esteban Bravo, Junhong Chu, Liye Ma, Minjae Song, Scott Shriver, and Upender Subramanian, (2014), "Platforms: a multiplicity of research opportunities," Marketing Letters, published online on August 1, 2014

Kinshuk Jerath, Liye Ma, Young-Hoon Park and Kannan Srinivasan, (2011), “A ‘Position Paradox’ in Sponsored Search Auctions,” Marketing Science, 30(4), 612-627.