Assistant Professor
Yang Pan is an Assistant Professor of Marketing at McMaster University. Her research focuses on digital marketing, the marketing-finance interface, and retail analytics. Her work has been published in leading retail and e-commerce journals, and she has received research grants from the Social Sciences and Humanities Research Council of Canada (SSHRC). Her recent projects include topics such as livestream e-commerce, sponsored videos in social media, word of mouth, pricing power, customer-company relationship, spatial models, cybersecurity training, trade policy uncertainty, and inflation.
Yiwen Chen Li Chen Yang Pan
Journal Of Marketing Management
Li Chen Yiwen Chen Yang Pan
European Journal Of Marketing
Multicategory Purchase Behavior: Basket Choice, Shopping Frequency And Promotional Analysis
Yang Pan Gary Russell Thomas Gruca Chenxing Li
Journal Of Retailing
Increasing The Engagement Through Sponsored Influencer Video: Design Strategies For Structure And Content
Li Chen Yiwen Chen Yang Pan Andrew Smith
International Journal Of Electronic Commerce
