Yiting Deng

Yiting Deng is an Associate Professor of Marketing & Analytics at the UCL School of Management, University College London. Prior to joining UCL, she served as an Assistant Professor at the University of Notre Dame’s Mendoza College of Business. She received her PhD in Marketing and MS in Statistics from Duke University, and holds Bachelor’s degrees in Economics and Statistics as well as a Master’s degree in Economics from Peking University. Her research centres on digital platforms and advertising. Her work has been published in leading academic journals such as Marketing Science, Management Science, Journal of Marketing Research, and Production and Operations Management. She currently teaches the Marketing core course in the UCL-PKU MBA programme and has previously taught in various programmes at UCL, Cambridge University, and the University of Notre Dame. She was recognized as one of Poets & Quants World’s Best 40-under-40 Business School Professors in 2022 and received the UCL School of Management Best Teacher Award in 2023.

Yiting Deng is a researcher at University College London, focusing on topics such as text-based sentiment analysis, consumer behavior, and market dynamics. Their work explores the impact of machine learning on sentiment analysis of online reviews, the effects of surge pricing on ride-sharing markets, and the role of consumer sophistication in marketing. Deng also investigates insurance markets, the influence of public health crises on industries, and the interplay between e-commerce platforms and third-party sellers. Additionally, they examine financial systems, including the growth mechanisms of informal finance and its regulation. Their research combines empirical analysis with theoretical insights to understand complex economic and consumer behaviors.