Yayu Zhou

Northwestern University - Evanston / United States

Natural Sciences / Mathematical Sciences

AD Scientific Index ID: 5721908

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Yayu Zhou's MOST POPULAR ARTICLES

1-) Not all clicks are equal: detecting engagement with digital contentY Zhou, BJ Calder, EC Malthouse, YK HessaryJournal of Media Business Studies 19 (2), 90-107, 2022322022

2-) In search for an audience-supported business model for local newspapers: findings from clickstream and subscriber dataSJ Kim, Y Zhou, EC Malthouse, Y Kamyab HessaryDigital journalism, 1-21, 2021232021

3-) Optimising customer equity through engagementY Zhou, EC Malthouse, BL NelsonJournal of the Operational Research Society, 1-12, 202412024

4-) Managing advertising and subscription fees to maximize lifetime valueEC Malthouse, JU Franks, E Maslowska, Y ZhouInternational Journal of Advertising, 1-22, 2024

5-) The Role of Syndicated Content in Retaining Digital Newspaper Subscribers: Evidence from Clickstream and Subscription DataJR Choi, SJ Kim, Y Zhou, EC MalthouseDigital Journalism, 1-22, 2025

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