Ye Bai

Ph.D. Student

Department of Marketing, Ph.D. Program

Ph.D.

Ye Bai is a fourth-year Ph.D. candidate in Marketing. Her research focuses on consumer behavior, with particular interests in data-driven insights and the intersection of technology and marketing strategy.

Areas of Expertise
Education

Ph.D. in Business Administration (Marketing), David Eccles School of Business, University of Utah, USA (2021 – Present).

M.S. in Marketing, LeBow College of Business, Drexel University, USA (2019).

B.S. in Marketing, College of Management, Lanzhou University, China (2016).

Research Summary

My work covers consumer need modeling, content analysis, and marketing effectiveness, with methods including machine learning, NLP, image analysis, and lab experiments.

Publications

Ye Bai and Grace Yu-Buck (2025). “Identifying targeted needs from online customer-and marketer-generated data.” Journal of Retailing and Consumer Services, 84, 104245. https://doi.org/10.1016/j.jretconser.2025.104245.

Ye Bai, Xing-long Li and Hongye Sun (2024). “Do consumers prefer to buy dietary supplements online? Modeling sales prediction leveraging word of mouth.” International Journal of Pharmaceutical and Healthcare Marketing. https://doi.org/10.1108/IJPHM-03-2023-0020.

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