Shan Huang is an assistant professor at the Foster School of Business, the University of Washington, Seattle. Her research focuses on social networks, information diffusion, and digital strategy. The goal of Shan's current work is to understand how new social media shapes people's information environment and decision makings. For example, her studies examine social advertising effectiveness, social referrals in promoting products and information, and emotions in online content diffusion. She is especially fascinated with understanding how these
phenomena vary across individuals, social ties, products, and markets, using large-scale field tests. Shan uses a variety of research methodologies (e.g., large-scale randomized field experiments, network analysis, applied machine learning, and econometrics) in her work. She received a bachelor's degree from Tsinghua University, a Master’s degree from the University of British Columbia, and a Ph.D. degree from MIT Sloan School of Management.
Journal Publications and Selected Working Papers
"Social Advertising Effectiveness across Products: A Large-scale Randomized Filed Experiment", Shan Huang*, Sinan Aral, Yu Jeffrey Hu, Erik Brynjolfsson, forthcoming, Marketing Science.
“Monetary Incentive and Stock Opinions on Social Media ", Hailiang Chen*, Yu Jeffrey Hu, Shan Huang Journal of Management Information Systems 36(2) 391-417.
"The Effectiveness of Social Advertising", Shan Huang*, Song Lin. under review
"Emotions in Online Content Diffusion", Yifan Yu*, Shan Huang*, Yuchen Liu, Yong Tan. under review
* first author or co-first authors