Yulia Nevskaya
Assistant ProfessorOverview
Yulia Nevskaya is an Assistant Professor of Marketing at Smith School of Business, Queen’s University. Yulia is an empirical researcher and uses various methods of quant marketing and economics to study how consumers respond to purchase and consumption stimulations.
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Academic Area
- Marketing
Interest Topics
- Analytics & Artificial Intelligence (AI)
- Behaviour & Psychology
- Consumer Addiction & Habit-Formation
- Consumer Behaviour
- Digital Business
- Marketing & Sales
- Social Influence
- Video Games
Faculty Details
Profile
Full Bio
Dr. Yulia Nevskaya studies how consumers respond to purchase and consumption stimulations. Specifically, Yulia looks at how consumers respond to incentives and rewards, in the settings ranging from loyalty programs to massively-multiplayer online video games. Additionally, she investigates the role of social interactions in facilitating consumption, both within the digital realm and the physical world. Her special interest is habit-formation and addiction, particularly to video games. Methods-wise, Yulia is trained as an empirical modeler and uses various techniques of quantitative marketing and economics. Her research has been published in Marketing Science and Journal of Marketing Research.Prior to joining Smith, Dr. Nevskaya was a faculty member at the Olin Business School at Washington University in St. Louis. She taught courses in digital marketing and text mining. She earned her PhD in Business Administration with a specialisation in Marketing from the University of Rochester.
Academic Degrees
PhD | Marketing
University of Rochester, USA (2013)
MA | Economics
University of Colorado, USA
BS | Management
Kostroma State Technological University, Russia
Academic Experience
Smith School of Business | Queen's University
Assistant Professor (2023 - Present)
Olin Business School | Washington University, USA
Assistant Professor (2013-2023)
Publications
Publications
Nevskaya, Yulia and Paulo Albuquerque (2019), How Should Firms Manage Excessive Product Use? A Continuous-Time Demand Model to Test Reward Schedules, Notifications, and Time Limits, Journal of Marketing Research, Volume 56, Issue 3, pp. 379-400.
Gopalakrishnan, Arun, Zhenling Jiang, Yulia Nevskaya, and Raphael Thomadsen (2021), Can Non-Tiered Loyalty Reward Programs be Profitable? Marketing Science, Volume 40, Issue 3, pp. 395-591.
Albuquerque, Paulo, and Yulia Nevskaya (2022), The Impact of New Content and User Community Membership on Usage of Online Games, Customer Needs and Solutions 9, 1-24.
Work In Progress
Advertising and Product Returns with Peter Danaher and Bhoomija Ranjan
Leveraging the Predictive Power of Fashion Trendsetters with Guangying Chen
Working Papers
Consumer Information Asymmetry in Online Product Reviews
Teaching
Courses Taught
Text Mining (graduate, developed by me) Spring 2018-present
Digital Marketing (MBA and undergraduate, developed by me) Spring 2016-2018
Principles of Marketing (undergraduate) Spring 2014, 2019
Seminar in Empirical Methods in Structural Modeling (doctoral level) Spring 2015, 2017, 2018, 2020, 2022
PhD Advising
Bicheng Yang (dissertation committee member, initial placement: University of British Columbia)
Yijun Chen (dissertation committee member, initial placement: Imperial College London)
Fan Zhang (dissertation committee member, initial placement: Amazon)
Research
Interests
Consumer response to rewards, social interactions and choice, gamification and habit formation, computational machine learning, dynamic structural choice models
Presentations
Conference and Invited Talks *presentation by a co-author
EMAC Annual Conference, Odense, Denmark, May 2023
ET Symposium for Canadian Marketing Strategy, Kingston, ON, May 2023 (discussant) Marketing
Dynamics Conference, Atlanta, GA, November 2022
Ohio State University, Fisher College of Business, November 2022 Bentley University, Waltham, MA,
October 2022
University of Central Florida, Orlando, Florida, October 2022
Queen’s University, Smith School of Business, Kingston, ON, September 2022
Quantitative Marketing and Economics Conference, Los Angeles, CA, October 2021 (discussant)
Management Science Workshop, Puerto Varas, Chile, January 2020 (accepted for presentation) Monash
University, Monash Business School, Melbourne, Australia, November 2019
Deakin University, Deakin Business School, Melbourne, Australia, November 2019 INFORMS Marketing
Science Conference, Rome, Italy, June 2019*
Marketing Dynamics Conference, Baltimore, MD, June 2019 Washington University in St. Louis, Spring
Seminar Series, May 2019 New Economic School, Moscow, Russia, September 2018
Summer Institute in Competitive Strategy (SICS), Berkeley, CA, June 2018* Marketing Dynamics
Conference, Hong Kong, August 2017
INFORMS Marketing Science Conference, Los Angeles, CA, June 2017 University of Missouri at Columbia
Research Camp, Columbia, MO, April 2017
13th ZEW Conference on the Economics of Information and Communication Technologies, Man- nheim,
Germany, June 2015 (paper presenter and discussant)
Analytics Roundtable, Washington University in St. Louis, May 2015
Marketing Dynamics Conference, Las Vegas, NV, August 2014 (accepted for presentation) Washington
University in St. Louis, Spring Seminar Series, May 2014
Washington University in St. Louis, November 2012 Yale University, School of Management, October
2012
Northwestern University, Kellogg School of Management, October 2012 McGill University, October 2012
University of British Columbia, October 2012 Rice University, October 2012
Southern Methodist University, October 2012 Emory University, October 2012
Erasmus University, Department of Business Economics, September 2012 Tilburg University, September
2012
Summer Institute in Competitive Strategy (SICS), Berkeley, CA, June 2012*
INFORMS Marketing Science Conference, Boston, MA, June 2012
University of Rochester Seminar Series, October 2010
INFORMS Marketing Science Conference, Cologne, Germany, June 2010
Awards
Fellowships and Awards
Teradata Data Challenge Competition Winner (faculty advisor), Las Vegas, NV, October 2018
AMA-Sheth Doctoral Consortium Fellow, Dallas-Fort Worth, TX, 2010
Institute on Computational Economics Fellow, University of Chicago, 2008
Doctoral Fellowship, Simon School of Business Administration, University of Rochester
IREX Russia-U.S. Young Leadership Fellow: Sponsored by the U.S. Department of State, 2001-2002