Ernest Scheller Jr. College of Business
Yu Jeffrey Hu is an associate professor at Georgia Institute of Technology’s Scheller College of Business. He is an expert on big data, electronic commerce, Internet retailing, social media, consumer behavior, and online advertising. He coauthored the first paper on the "Long Tail" phenomenon in Internet markets; he is among the first to measure the effect of social media content on stock markets and the effect of social media promotions on product sales. He has conducted research or consulted for many companies including Amazon, HP, Bank of America (BankBoston subsidiary), China Mobile, The Home Depot, Kurt Salmon, a major publishing company, and a number of large retailers selling products such as clothing and shoes. He has done consulting work for European Commission on issues related to Internet commerce.
His research uses empirical and analytical models to study the effect of social media on stock market and product sales, the competition between print books and e-books, the Internet markets’ “Long Tail” phenomenon, the firm’s product variety/assortment decision, and the effect of technology use on consumers’ shopping behaviors. He has also written papers on the different pricing models in online advertising and the different mechanisms to protect online consumers’ privacy.
His research has been published in top journals such as Management Science, Information Systems Research, Review of Financial Studies, MIT Sloan Management Review, and Economic Inquiry. His research has been discussed extensively and cited by media outlets such as New York Times, InformationWeek, Wired Magazine, TIME Magazine, INC. Magazine, and National Public Radio. His papers have been adopted for classroom use by many universities in the United States (including classes taught at MIT, Harvard Univ., Yale Univ., Stanford Univ., Univ. of Pennsylvania, Carnegie Mellon Univ.) and internationally (including classes taught in Canada, Germany, UK, and China).
He has won research awards such as the inaugural Management Science Best Paper Award in Information Systems, Jay Ross Young Faculty Scholar Award,and John and Mary Willis Young Faculty Scholar Award. He has been nominated for Purdue University’s Teaching For Tomorrow Award, and has been a Hesburgh Award Teaching Fellow at Georgia Tech.
Dr. Hu is an Associate Editor for journals such as Management Science (since 2011) and Information Systems Research (since 2012), and for conferences such as International Conference on Information Systems.