2020 – present, Associate (untenured) Professor of Marketing, Tsinghua University

2017 – 2020, Assistant Professor of Marketing, Tsinghua University

Doctoral Courses

Marketing Models I

Marketing Models II

Master Courses

Pricing Strategy, Big Data Marketing (EMBA)

Advanced Pricing Strategy (MBA)

Advanced Business Analytics (MBA)

Marketing Analysis (BA, MoF, MiM)

Bachelor Courses

Marketing Analysis

My research interests include big data marketing, online video games, movie, digital advertising, charity, government subsidy, sleep deprivation. My papers have been published in top journals such as Journal of Marketing Research, Marketing Science, Management Science, Information Systems Research, International Journal of Research in Marketing.

PUBLICATIONS

1. Yitian (Sky) Liang, Xinlei (Jack) Chen, Shengnan Han, Jinglong Zhang, Yubo Chen (2025). Is the Money Spent on Short-Form Video Social Platforms Worth It? The Role of Advertising Spillover in a Large-Scale Randomized Field Experiment on ByteDance. Marketing Science (Accept). 

2. Yitian (Sky) Liang, Xinlei (Jack) Chen, Yuxin Chen, Ping Xiao, Jinglong Zhang (2023). Mobile Ad Fraud: Empirical Patterns in Publisher and Advertising Campaign Data. International Journal of Research in Marketing, (Forthcoming).

3. Yitian (Sky) Liang, Zhongqiang (Tak) Huang, Lei Su (2023). Too Time-Crunched to Seek Variety: The Influence of Parenting Motivation on Consumer Variety Seeking. Journal of Marketing Research, 60(4): 812-833.

4. Shaohui Wu, Yong Tan, Yubo Chen, Yitian (Sky) Liang (2022). How Is Mobile User Behavior Different?—A Hidden Markov Model of Cross-Mobile Application Usage Dynamics. Information Systems Research, 33(3): 1002-1022.

5. Ping Xiao, Ruli Xiao, Yitian (Sky) Liang, Xinlei (Jack) Chen, Wei Lu (2020). The Effect of the Governments Subsidy Program: Accessibility Beyond Affordability. Management Science, 66(7): 3211-3233.

6. Tak Huang, Yitian (Sky) Liang, Charles Weinberg, Gerald Gorn (2019). The Sleepy Consumer and Variety Seeking. Journal of Marketing Research, 56(2): 179-196, Lead Article.

7. Jason Ho, Yitian (Sky) Liang, Charles Weinberg, Jing Yan (2018). An Empirical Study of Uniform and Differential Pricing in the Movie Theatrical Market, Journal of Marketing Research, 55(3): 414-431. (Equal Contribution)

Industry Experience

Tsinghua University, School of Economics and Management Outstanding Research, 2020

Tsinghua University, School of Economics and Management Outstanding Teaching During Covid-19, 2020 Spring Semester

Tsinghua University, School of Economics and Management Outstanding Faculty, 2017–2018

Social Science and Humanities Research Council of Canada (SSHRC), Doctoral Fellowships, 2014–2016

Killam Doctoral Scholarship at UBC, 2012–2014

Four Year Fellowship at UBC, 2011–2014

Chinese National Scholarship, 2006