I'm a Ph.D. candidate at Tepper School of Business, Carnegie Mellon University. My research explores the ways in which organizations could maximize the benefit from using social media platforms, and focuses on resolving urgent business problems that companies are facing when they implement social media platforms. My research has primarily focused on two closely related questions: How do individuals contribute and consume content in social media platforms, and how do individuals interact with each other? What are the desirable policies that could maximize the value of social media initiatives of an organization?

EDUCATION

Ph.D. in Information Systems, Carnegie Mellon University, 2012 (expected) M.S. in Industrial Administration (Information Systems), Carnegie Mellon University, 2009 M.A. in Economics, University of Virginia, 2007 B.A. in Computer Science (honors), Zhejiang University, China, 2005

RESEARCH INTERESTS

Social Media; Enterprise 2.0; Structural Modeling/Empirical IO; Dynamic Decision Process

PAPER UNDER REVIEW

Lu, Yingda, Param V. Singh, and Kinshuk Jerath, “The Emergence of Opinion Leaders in Online Review Communities”, Minor Revision at Management Science. (Download PDF) Lu, Yingda, Param V. Singh and Baohong Sun, “Learning From Peers on Social Media Platform", Revision Invited at Journal of Marketing Research. (Download PDF)

SELECTED WORK IN PROGRESS

Lu, Yingda, Param V. Singh and Kannan Srinivasan, “How to Retain Smart Customers in Crowdsourcing Efforts?  A Dynamic Structural Analysis of Crowdsourcing Customer Support and Ideation”. Lu, Yingda, Kiron Ravindran, Anjana Susarla and Vijay Gurbaxani, “Market Position and the Dynamics of Network Structure in IT Outsourcing”.

CONFERENCE TALKS

Market Position and the Dynamics of Network Structure in IT Outsourcing. with Kiron Ravindran, Anjana Susarla and Vijay Gurbaxani, Workshop on Information Systems and Economics (WISE) 2011, Shanghai, China. 　 Learning from Peers on Social Media Platform, with Param Singh and Baohong Sun, ICIS 2011, Shanghai, China. 　 How to Retain Smart Customers in Crowdsourcing Efforts?  A Dynamic Structural Analysis of Crowdsourcing Customer Support and Ideation. with Param Singh and Kannan Srinivasan, WITS 2011, Shanghai, China. 　 Market Position and the Dynamics of Network Structure in IT Outsourcing. with Kiron Ravindran, Anjana Susarla and Vijay Gurbaxani, WITS 2011, Shanghai, China. 　 How to Retain Smart Customers in Crowdsourcing Efforts?  A Dynamic Structural Analysis of Crowdsourcing Customer Support and Ideation. with Param Singh and Kannan Srinivasan, CIST 2011, Charlotte, North Carolina. 　 Market Position and the Dynamics of Network Structure in IT Outsourcing. with Kiron Ravindran, Anjana Susarla and Vijay Gurbaxani, CIST 2011, Charlotte, North Carolina. 　 A Dynamic Structural Analysis of Enterprise Knowledge Sharing. with Param Singh and Baohong Sun, INFORMS Marketing Science Conference 2011, Houston, Texas. 　 Learning from Peers on Social Media Platform, with Param Singh and Baohong Sun, Proceedings of Workshop on Information Technology and Systems (WITS) 2010, Saint Louis, Missouri. 　 Blind Men Can Judge No Color: A Dynamic Structural Model of Enterprise Knowledge Sharing, with Param Singh and Baohong Sun, Conference on Information Systems and Technology (CIST) 2010, Austin, Texas. 　 Blind Men Can Judge No Color: A Dynamic Structural Model of Enterprise Knowledge Sharing, with Param Singh and Baohong Sun, INFORMS 2010, Austin, Texas. 　 Emergence of Opinion Leaders in Online Review Communities, with Param Singh and Kinshuk Jerath, The Sixth Symposium on Statistical Challenges in Electronic Commerce Research (SCECR) 2010, Austin, Texas. 　 Emergence of Opinion Leaders in Online Review Communities, with Param Singh and Kinshuk Jerath, INFORMS 2009, San Diego, California. 　 Product Review Social Networks and the Generation of Review. Param Singh and Kinshuk Jerath, CORS INFORMS 2009, Toronto, Canada.