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MA Liye

Phone: +86 10 8518 8858 ext. 8532



Visiting Associate Professor of Marketing


PhD, Carnegie Mellon University





Ma Liye is an Associate Professor of Marketing at the Robert H. Smith School of Business at the University of Maryland. He teaches the Marketing Research Methods class, the Data Science class, and the Action Learning Project class. His research focuses on the dynamic interactions of consumers and firms on Internet, social media and mobile platforms. He develops quantitative models to analyze the drivers of consumer actions in the digital economy, and uses the findings to help firms develop digital marketing strategies. Dr. Ma has published articles in various leading academic journals including Marketing Science, Journal of Marketing Research, Management Science, Information Systems Research, and Marketing Letters. He serves on the editorial review board of Journal of Marketing Research. He has received research grants from the Marketing Science Institute and the Wharton Customer Analytics Initiative. One of his papers has been a finalist for the John D.C. Little best paper award. Dr. Ma obtained his Ph.D. degree from the Tepper School of Business at the Carnegie Mellon University. 



  1. Marketing Science Institute Young Scholar, 2017
  2. Finalist, John D.C. Little Best Paper Award, INFORMS, 2016
  3. William W. Cooper Doctoral Dissertation Award in Management or Management Science, Carnegie Mellon University, 2011



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Selected Publications

  1. Michael Trusov, Liye Ma and Zainab Jamal, (2016), “Crumbs of the Cookie: User Profiling in Customer-Base Analysis and Behavioral Targeting,” Marketing Science Special Issue on Big Data, Vol. 35, No. 3, pp. 405-426.
  2. Liye Ma, Baohong Sun and Sunder Kekre, (2015), “The Squeaky Wheel Gets the Grease - An Empirical Analysis of Customer Voice and Firm Intervention on Twitter,” Marketing Science, Vol. 34, No. 5, pp. 627-645. (Finalist, John D.C. Little Award, Lead Article)
  3. Liye Ma, Ramayya Krishnan and Alan Montgomery, (2015), “Latent Homophily or Social Influence? An Empirical Analysis of Purchase within a Social Network,” Management Science, 61(2) 454-473
  4. Kinshuk Jerath, Liye Ma, and Young-Hoon Park, (2014), “Consumer Click Behavior at a Search Engine: The Role of Keyword Popularity,” Journal of Marketing Research, Vol. 51, No. 4, pp. 480-486.
  5. Liye Ma, Alan Montgomery, Param Vir Singh, and Michael Smith, (2014), "An Empirical Analysis of the Impact of Pre-Release Movie Piracy on Box-Office Revenue," Information Systems Research, 25(3), 590-603.
  6. S. Sriram, Puneet Manchanda, Mercedes Esteban Bravo, Junhong Chu, Liye Ma, Minjae Song, Scott Shriver, and Upender Subramanian, (2014), "Platforms: a multiplicity of research opportunities," Marketing Letters, 26(2), 141-152.
  7. Kinshuk Jerath, Liye Ma, Young-Hoon Park and Kannan Srinivasan, (2011), “A ‘Position Paradox’ in Sponsored Search Auctions,” Marketing Science, 30(4), 612-627.

Working Papers

  1. Liye Ma, “’Only the Interested Learn’: A Model of Proactive Learning of Product Reviews,”
  2. Liye Ma and Baohong Sun, “An Integrated Analysis of Mobile Application Usage and In-App Advertising Response”
  3. Alice Hongshuang Li and Liye Ma, “Charting Path-to-Purchase using Topic Models”
  4. Marcel Goic and Liye Ma, “Location, Selection and Influence in Mobile Environments”
  5. Xian Gu, P.K. Kannan and Liye Ma, “Selling Premium in the Presence of Free Products: Impact of Product Line Extensions”


Data Science

Marketing Research Methods

Action Learning Project

Structural Models