Yifei Wang

Assistant Professor of Marketing and Business Economics

School of Business, University of Pittsburgh

Overview of Research

My research lies at the intersection of marketing and public policy. I study competition and consumer protection in digital markets, with a focus on issues such as fairness, privacy, and competition. More broadly, my research aims to understand how market incentives and institutions shape the distributional consequences of marketing and technological innovations for consumers.

At a high level, my work is closely related to the 3Cs of marketing: how companies design strategies around digitization, data, and privacy; how competitors respond to these strategies under different market structures and regulatory environments; and how these strategic interactions shape consumer outcomes in digital markets, particularly with respect to privacy and fairness. This framework allows me to examine not only whether digital technologies create value, but also how that value is distributed across consumers, firms, and markets.

Publications

Does Mobile Technology Integration Enhance Complaint Resolution Efficiency and Equity? An Empirical Study of How An Omnichannel Approach Affects Speed of Resolution of Government Service Requests

with Catherine Tucker and Shuyi Yu.

Accepted, Information Systems Research

[Paper]

Working Papers

How Effective is Subsidizing Digital Educational Content? Evidence from A Large-scale Field Study

with Jingcun Cao, Xiru Pan, and Catherine Tucker.

Minor Revision, Manufacturing & Service Operations Management

[Paper]

Competition and Privacy

Solo-authored.

Preparing for submission

[Paper]

Harbingers of Failure: The Role of Customer Search

with Duncan Simester

[Draft available upon request]

Selected Work in Progress

Competing with Data or with Privacy? Evidence from AI Products

with Yifang He and Yue Wu.

Platform Adoption and Asymmetric Firm Response: Evidence from Bangladesh

with Yulin Hao, Yan Luo, and Catherine Tucker.

The Boundary of Platform Power: Evidence from a Field Experiment

with Yulin Hao, Yan Luo, and Catherine Tucker.

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