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research

I am broadly interested in the digital economy, machine learning, large language models, and causal inference.

My recent work focuses on the creator economy. The creator economy is an ecosystem where media and commerce platforms, content creators, and brands collaborate to create and capture value by engaging and monetizing users.

My research is motivated by a central question: How do creators, brands, and platforms better engage and monetize users? It concerns the process of producing compelling content to captivate an audience, fostering communities to enhance engagement, and monetizing through advertising or product sales. I develop or use empirical methods in machine learning, large language models, field and lab experiments, and econometrics to address these questions by analyzing large-scale multimodal data.

publications:

Understanding the Value Chains Driving the Creator Economy
Barak Libai, Ana Babić Rosario, Maximilian Beichert, Bas Donkers, Michael Haenlein, Reto Hofstetter, P. K. Kannan, Ralf van der Lans, Andreas Lanz, H. Alice Li, Dina Mayzlin, Eitan Muller, Daniel Shapira, Jeremy Yang, and Lingling Zhang

Journal of the Academy of Marketing Science (2025) [paper]

Engagement that Sells:
Influencer Video Advertising on TikTok
Jeremy Yang, Juanjuan Zhang, and Yuhan Zhang

Marketing Science (2024) [paper] [code] [slides] [talk] [x] [media]

- Productized through the MIT Technology Licensing Office (2024/7)
- JMS China Annual Conference Best Paper Award (2021/11)
- MSI Alden G. Clayton Doctoral Dissertation Award (2021/5)
- MIT Sloan Doctoral Research Forum Thesis Prize (2021/4)

Targeting for Long-Term Outcomes
Jeremy Yang, Dean Eckles, Paramveer Dhillon, and Sinan Aral

Management Science (2023) [paper] [code] [slides] [talk] [x] [media]

- INFORMS ISMS Frank M. Bass Dissertation Paper Award (2025/6)
- Finalist, INFORMS ISMS John D. C. Little Best Paper Award (2025/6)
- American Statistical Association Dissertation Award (2021/1)
- INFORMS Annual Meeting Best Paper Award (2020/11)
- Accepted for Presentation at the NeurIPS Conference (2019/12)

Interdependence and the Cost of Uncoordinated Responses
to COVID-19
David Holtz, Michael Zhao, Seth G. Benzell, Cathy Y. Cao, M. Amin Rahimiana, Jeremy Yang, Jennifer Allen, Avinash Collis, Alex Moehring, Tara Sowrirajan, Dipayan Ghosha, Yunhao Zhang, Paramveer S. Dhillon, Christos Nicolaides, Dean Eckles, and Sinan Aral

Proceedings of the National Academy of Sciences (2020) [paper] [code]

How Do Successful Scholars Get their Best Research Ideas?
An Exploration
Cathy Cao, Xinyu Cao, Matthew Cashman, Madhav Kumar, Artem Timoshenko, Jeremy Yang^*, Shuyi Yu, Jerry Zhang, Yuting Zhu, and Birger Wernerfelt

Marketing Letters (2019) [paper]

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