Yixing Chen

Ph.D. Student


Yixing Chen is a fourth year Ph.D. student in Business Administration (Marketing) in the Mays Business School at Texas A&M University. Yixing holds an MBA from University of New Mexico and a Bachelor’s degree in Finance from Southwestern University of Finance and Economics. Yixing is co-advised by Hari Sridhar and Vikas Mittal. His research interests are twofold: 1) quantify the economic return of digital marketing strategy, business model innovation, and customer-focused strategy, and 2) examine the societal impact of marketing interventions in contexts of education, healthcare, and energy. To answer these questions, Yixing employs methods rooted in applied econometrics such as quasi-experimental design.

Prior to joining the Mays PhD Program, Yixing worked as a graduate teaching and research assistant at the Anderson School of Management, University of New Mexico. While completing his undergraduate study, Yixing has been an instructor at New Oriental Education & Technology Group.



Kanuri, Vamsi K., Yixing Chen, and Shrihari Sridhar (2018), “Scheduling Content on Social Media: Theory, Evidence, and Application,” forthcoming in Journal of Marketing.

Chen, Yixing, Vikas Mittal, and Shrihari Sridhar (2018), “Broadband Internet Access: A Double-Edged Sword for K-12 Education?” working paper, available at: http://dx.doi.org/10.2139/ssrn.3162837