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Department ofMarketing

Zhang, Yuchi

Yuchi Zhang

Associate Professor, Marketing

Curriculum Vitae (CV)

Dr. Zhang is an Associate Professor of Marketing and Program Director of the Master's of Science in Marketing Program at the Leavey School of Business at Santa Clara University. He earned his Ph.D. in marketing at the University of Maryland and his B.S. in economics from the Wharton School at the University of Pennsylvania.
Dr. Zhang's research interest focuses on understanding consumers in the context of e-commerce, digital promotions, social media strategy, and word-of-mouth marketing. He uses bayesian methods, machine learning, and field experiments to measure and quantify the impact of marketing decisions, social influence, and word of mouth on consumer decisions. He has published in top journals including Marketing Science, Journal of Marketing Research, and Journal of Marketing. Dr. Zhang has also received the outstanding teaching award and research award at Santa Clara University. He currently teaches principles of marketing and social media marketing (undergraduate and graduate levels).