Assistant Professor of Management
Research Expertise: Social interactions, social networks, consumer-generated media, fashion
Assistant Professor Hema Yoganarasimhan completed her undergraduate degree at the Indian Institute of Technology, Madras, and at Yale University held a fellowship while completing her M.Phil., M.A. and Ph.D. in Marketing. In 2008 she won the MSI Alden G. Clayton Doctoral Dissertation Proposal Award, which is sponsored by the Marketing Science Institute.
Yoganarasimhan has presented her research at conferences across the U.S. and internationally. Her work has been published in Marketing Science, Quantitative Marketing and Economics, and Management Science.
Yoganarasimhan, Hema (2012), Cloak
or Flaunt? – The Fashion Dilemma,
Marketing Science, Vol. 31(1), pp 74–95.
Yoganarasimhan, Hema (2012), Impact of
Social Network Structure on Content Propagation – A Study using
YouTube Data, (Code)
Quantitative Marketing and Economics, Vol. 10(1), pp 111–150.
Mayzlin, Dina, and Yoganarasimhan, Hema (2012), Link to
Success – How Blogs Build an Audience by Promoting Rivals,
Management Science, Vol. 58(9), pp 1651–1668.
Yoganarasimhan, Hema, The Value of Reputation in Online Freelance Marketplaces. Under 2nd round review at Marketing Science.
Yoganarasimhan, Hema, Estimation of Beauty Contest Auctions. Under review at Marketing Science.
Yoganarasimhan, Hema, Identifying the Presence and Cause of Fashion Cycles in the Choice of Given Names. Revision invited at Marketing Science.