期刊论文（国际）
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 Government's 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.
期刊论文（国内）
1. 陈歆磊，梁屹天 (2018)，营销领域中国问题的研究及思考，营销科学学报，13(4): 124-131。
科研项目
国自科优秀青年科学基金项目（营销决策的模型研究），2023 – 2025
国自科青年科学基金项目《网络游戏玩家交易市场的实证机制设计》（主持），2020 - 2022
国自科重大项目子课题《共享经济平台服务运作模式与风险管理》（参与），2020 - 2024
国自科重大研究计划集成项目《面向商务领域的大数据资源池及集成示范平台》（参与），2018 - 2021
