Research

Digital Credentials and Multimodal Machine Learning

• “Yelp Me If You Can: Online Reviews and the Future of Occupational Licensing”
  Yi-Yun Chu, Uttara M. Ananthakrishnan, and Michael D. Smith
  Presented at Statistical Challenges in Electronic Commerce Research 2024, Yale AIML 2024
  Scheduled to present at Biz AI 2025 (UTD), ISMS Marketing Science Conference 2025

• “Multimodal Video Learning in Online Education: Managing Cognitive Load Patterns using Guided Attention Graphs”
  Yi-Yun Chu, Zhe Deng, Wen Wang, and Pedro Ferreira
  Presented at Statistical Challenges in Electronic Commerce Research 2024, Informs Annual Meeting 2024

• Optimizing Student Engagement and Learning: Insights from Video Delivery and Cognitive Load Analysis in Courseware from Outlier.org
  Yi-Yun Chu, Mi Zhou, Pedro Ferreira, and Michael D. Smith

Platform Strategy and Media Economics

• “Data-Driven Auditing of Black-Box AI Systems: An application to Political Campaigns”
  Yi-Yun Chu, Uttara M. Ananthakrishnan, Ramayya Krishnan, and Ananya Sen
  [SSRN] [Code]

• “Thematic and Emotional Congruency in TV Advertising: A Multi-Modal Analysis of Engagement and Demand”
  Yi-Yun Chu, Liye Ma, Uttara M. Ananthakrishnan, and Michael D. Smith
  Scheduled to present at ISMS Marketing Science Conference 2025

• “Blurred Lines: The Differential Impact of High-Quality and Low-Quality Piracy on Box Office Revenues”
  Yi-Yun Chu, Brett Danaher, and Michael D. Smith
  Under 1st round Major Revision at Journal of Management Information Systems
  Presented at Statistical Challenges in Electronic Commerce Research 2023