Yixing Chen

Ph.D. Student

Biography

Yixing Chen is a fourth year Ph.D. student in Business Administration (Marketing) and teaches Marketing Analytics 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 in China. Yixing is co-advised by Hari Sridhar and Vikas Mittal. His research examines the role of evidence-based marketing interventions in improving societal outcomes. From a strategic perspective, his research quantifies the impact of interventions in heretofore neglected domains such as educational attainment, oncology care, safety, and technology adoption in sectors such as energy, K-12 education, and healthcare. His second line of work quantifies the economic return of digital content strategy (e.g., social media content scheduling). To answer these questions, Yixing employs methods rooted in applied econometrics such as quasi-experimental design. His research has been published in the Journal of Marketing and featured in Harvard Business Review.

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.

 

RESEARCH

Kanuri, Vamsi K., Yixing Chen, and Shrihari Sridhar (2018), “Scheduling Content on Social Media: Theory, Evidence, and Application,” Journal of Marketing, 82(6), 89-108.

  • Finalist, 2018 MSI/H. Paul Root Award, recognizing a paper published in the Journal of Marketing that has made a significant contribution to the advancement of the practice of marketing
  • Featured in Harvard Business Review (September 12, 2018), “A Study Shows the Best Times of Day to Post to Social Media.”

Chen, Yixing, Vikas Mittal, and Shrihari Sridhar (2019), “Internet Access Investment: A Double-Edged Sword for K-12 Education?” working paper.