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Shan Huang is an assistant professor at the Faculty of Business and Economics at the University of Hong Kong. From 2018 to 2020, she was an assistant professor at the Foster School of Business at the University of Washington, Seattle. She is a digital fellow at Stanford Digital Economy Lab and a consultant of Tencent. Her research focuses on the digital economy, social networks, and business analytics. She has been collaborating closely with leading tech firms (e.g., Tencent, Ant Financial) to understand cutting-edge digital phenomena and the tools such as A/B testing. Shan’s current work aims to understand the business value and social implications of new social media and improve the methodologies of A/B testing. Specifically, her studies examine how social advertising and social referral affect product virality, how emotions shape online content diffusion, and how weak ties can or cannot break people out of the echo chamber in massive social networks. She has a particular interest in understanding how certain phenomena vary across individuals, social ties, products, and markets, using population-scale datasets and large-scale field experiments, and uses various research methodologies (e.g., large-scale networked randomized field experiments, machine learning, network analysis, econometrics) to pursue her research agenda. Shan’s research has been published in prominent management journals, including Marketing Science and the Journal of Management Information Systems. Shan received a bachelor’s degree from Tsinghua University, a master’s degree from the University of British Columbia, and a Ph.D. from the MIT Sloan School of Management.

Research Interests

  • Digital Economy, Business Analytics, and Computational Social Science

  • Social Networks, Social Media and Digital Strategy

  • Methodology: A/B Testing, Econometrics, Network Analysis, Machine Learning

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