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Hu, Yu Jeffrey

Yu Jeffrey Hu

Associate Professor

big data
business analytics
social media
electronic commerce
online advertising
PhD, Management Science and Information Technology, MIT Sloan School of Management
MS, Economics (with honor), University of Wisconsin-Madison
BS, Finance (outstanding graduating student), Tsinghua University

Yu "Jeffrey" Hu is an Associate Professor of Management, Director of China Program, and Associate Director of Center for Data Analytics at Georgia Institute of Technology’s Scheller College of Business. He is an expert on big data, business analytics, electronic commerce, Internet retailing, social media, consumer behavior, and online advertising. He coauthored the first paper on the "Long Tail" phenomenon in Internet markets and the first paper on the value of social media in predicting stock markets, and he is among the first to measure 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, one of the largest hotel companies in the world, and a number of large retailers. He has done consulting work for European Commission (executive body of the European Union) on issues related to Internet commerce.

His research uses empirical and analytical models to study social media, mobile commerce, electronic commerce, omni-channel retailing, retailers product variety/assortment decision, and consumers’ online and offline shopping behaviors. He has also written papers on pricing models in online advertising and online consumer privacy protection. 

His research has been published in top journals such as Management Science, Information Systems Research, Review of Financial Studies, MIT Sloan Management Review, Economic Inquiry, International Journal of Industrial Organization, and Journal of Management Information Systems. His research has been discussed extensively and cited by media outlets such as Wall Street Journal, New York Times, Reuters, Bloomberg, InformationWeek, Wired Magazine, TIME Magazine, INC. Magazine, National Public Radio, Atlanta Journal-Constitution, Atlanta Channel 2 (WSBTV),,, etc. His papers have been adopted for classroom use by many top universities in the United States and internationally.

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.

Working Papers

  • Chen, Hailiang, Prabuddha De, Yu Jeffrey Hu, and Byoung-Hyoun Hwang. 2014. Wisdom of Crowds: The Value of Stock Opinions Transmitted Through Social Media. Review of Financial Studies.

  • IT-Enabled Broadcasting in Social Media: An Empirical Study of Artists’ Activities and Music Sales
Published Papers

  • Brynjolfsson, Erik, Yu (Jeffrey) Hu, and Michael D. Smith. 2006. “From Niches to Riches: The Anatomy of the Long Tail.” Sloan Management Review, 47(4) 67-71.

  • Tang, Zhulei, Yu (Jeffrey) Hu, and Michael D. Smith. 2007. “Gaining Trust through Online Privacy Protection: Self-Regulation, Mandatory Standards, or Caveat Emptor.” Journal of Management Information Systems, 24(4) 153-173.

  • Simester, Duncan, Yu (Jeffrey) Hu, Erik Brynjolfsson, and Eric Anderson. 2009. “Dynamics of Retail Advertising: Evidence from a Field Experiment.” Economic Inquiry, 47(3) 482-499.

  • Brynjolfsson, Erik, Yu (Jeffrey) Hu, and Mohammad Rahman. 2009. “<a href="">Battle of The Retail Channels: How Product Selection and Geography Drive Cross-channel Competition.</a>” Management Science, 55(11) 1755-1765.

  • De, Prabuddha, Yu (Jeffrey) Hu, and Mohammad Rahman. 2010. “Technology Usage and Online Sales: An Empirical Study.” Management Science, 56(11) 1930-1945.

  • Brynjolfsson, Erik, Yu (Jeffrey) Hu, and Michael D. Smith. 2010. “Long Tails vs. Superstars: The Effect of Information Technology on Product Variety and Sales Concentration Patterns.” Information Systems Research, 21(4) 736-747.

  • Ren, Charlotte, Ye Hu, Yu (Jeffrey) Hu, and Jerry Hausman. 2011. “Managing Product Variety and Collocation in a Competitive Environment: An Empirical Investigation of Consumer Electronics Retailing.” Management Science, 57(6) 1009-1024.

  • Goodbye Pareto Principle, Hello Long Tail: The Effect of Search Costs on the Concentration of Product Sales

  • Brynjolfsson, Erik, Yu (Jeffrey) Hu, and Michael D. Smith. 2003. “Consumer Surplus in the Digital Economy: Estimating the Value of Increased Product Variety at Online Booksellers.” Management Science, 49(11) 1580-1596.
Practitioner Publications

  • Brynjolfsson, Erik, Yu Jeffrey Hu, and Mohammad Rahman. 2013. “Competing in the Age of Omnichannel Retailing.” MIT Sloan Management Review.