Hema Yoganarasimhan
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.
Papers
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,
(Technical
Appendix)
Management Science, Vol. 58(9), pp 1651–1668.
Working Papers
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.
Room 3204
‘Stache Me Maybe
How Bieber Birthed the Fake-Mustache Industrial Complex By Mark Dee
How to Make a YouTube Video Go Viral
Secrets for Product Marketers by Asst. Professor Hema Yoganarasimhan
It’s become clear to marketers that online video sharing is one of the most powerful and efficient ways to promote new products or services. But why is it that some content becomes widespread and popular overnight, while other videos flounder with only a few views—regardless of budget or video quality?
How to Make a YouTube Video Go Viral: Secrets for Product Marketers
It’s become clear to marketers that online video sharing is one of the most powerful and efficient ways to promote new products or services. But why is it that some content becomes widespread and popular overnight, while other videos flounder with only a few views—regardless of budget or video quality?
What Makes a YouTube Video Go Viral?
This article reports Assistant Professor Hema Yoganarasimhan’s recent paper, “Impact of Social Network Structure on Content Propagation: A Study Using YouTube Data,” which studied how a YouTube author’s network contributes to the popularity of videos they post.
New Study Examines What Makes a Video Go Viral
Assistant Professor Hema Yoganarasiham on Social Media Marketing
When it comes to marketing via video sharing on social media, choosing an influential person to “seed” a video is essential—but video quality isn’t all that important.
So concludes a new study of “buzz” marketing on YouTube by Hema Yoganarasimham, an assistant professor at the UC Davis Graduate School of Management. The research takes an important first step in looking at video viewership online, and in helping companies best use online campaigns to boost their return on investment (ROI).
Hema Yoganarasimhan Awards
Impact of Social Network Structure on Content Propagation: A Study Using YouTube Data
Quantitative Marketing and Economics, 2012
In this study, Assistant Professor Hema Yoganarasimhan examines how the size and structure of the local network around a node affects the aggregate diffusion of products seeded by it in the context of YouTube, the popular video-sharing site.
Assistant Professor Hema Yoganarasimhan, Marketing
"The advantage that a research institution would have is that the professors are working on topics which are at the cutting edge..."
Assistant Professor Hema Yoganarasimhan talks about what it means to earn an MBA at UC Davis. “The advantage that a research institution would have is that the professors are working on topics which are at the cutting edge, so they are working at understanding these new aspects in the field and you can bring this knowledge to the classroom.”
Cloak or Flaunt? The Fashion Dilemma
Marketing Science, 2012
There exists a dichotomy in the communication strategies of fashion firms—some firms purposefully cloak information on the tastefulness of their products, whereas others openly flaunt their tasteful or “it” products. This divide in communication strategies cannot be explained by existing wealth signaling models of fashion.
293 Digital Marketing
The course is designed to equip students for a career in digital marketing and social media. The topics covered will include online advertising, search engine optimization, interactive marketing, online privacy issues, e-commerce, social influence, social network theory, measurement of social influence, and integrating social media with traditional media.