Pinar Yildirim

Assistant Professor of Marketing

Contact Information

Primary Email:
pyild@wharton.upenn.edu
Office Phone:
1 (215) 746-2369

office Address:
748 Jon M. Huntsman Hall
3730 Walnut Street
University of Pennsylvania
Philadelphia, PA 19104-6304

Research Interests: advertising, industrial organization, media, news media, open innovation, political economy, privacy, social media, social networks, two-sided matching

Links: SSRN Page, Google Scholar, Google Column, Personal Website

Overview

My Wharton page is updated very infrequently. For up to date information about my research please visit here.

Pinar Yildirim is Assistant Professor of Marketing and Senior Fellow at the Leonard Davis Institute. She joined Wharton School in 2012. She is teaching at the MBA and undergraduate programs and is a frequent contributor for Knowledge@Wharton and Wharton Business Radio.

Pinar’s research areas are media and information economics. She focuses on applied theory and applied economics on online platforms, advertising, networks, media and politics. Her research appeared in top management and marketing journals including Marketing Science, Journal of Marketing Research, Management Science, and Journal of Marketing. Her research has received numerous grants and honors, from instititions like the Net Institute, Royal Economic Society, and Marketing Science Institute.

Pinar has industrial experience in firms including Fiat, Renault and Bosch. She conducted research with Facebook, GlaxoSmithKline, PNC Bank, Red Cross, Social Bicycles. She holds Ph.D. degrees in Marketing & Business Economics and Engineering from the University of Pittsburgh.

In 2016 she was named among the 2017 Marketing Science Institute Young Scholars, a biennial award given to potential leaders of the next generation of marketing academics.

Research

For up to date information on my research please visit www.pinaryildirim.com

Hanna Halaburda, Mikolaj Jan Piskorski, Pinar Yildirim (2016), Competing by Restricting Choice: The Case of Search Platforms, Management Science.
Pinar Yildirim, Jessie Liu, Z. John Zhang (Working), Conspicuous Consumption on the Long Tail: How can luxury brands benefit from counterfeits?.
Pinar Yildirim, Jennifer Shang, Guoquan Zhang (2016), Optimal Pricing for Group Buying with Network Effects, Omega, 63 (September), pp. 69-82.
Maria Petrova, Ananya Sen, Pinar Yildirim (Draft), Social Media and Political Donations: New Technology and Incumbency Advantage in the United States.
Pinar Yildirim, Yanhao Wei, Tong Lu (Under Review), Social Networks for Nudges: Optimal Design of Communities to Motivate Consumer Behavior.
Yanhao Wei, Pinar Yildirim, Christophe Van den Bulte, Chrysanthos Dellarocas (2016), Credit Scoring with Social Network Data, Marketing Science, 35 (2), pp. 234-258.
Abstract: Motivated by the growing practice of using social network data in credit scoring, this study analyzes the impact of using network based measures on customer score accuracy and on tie formation among customers. We develop a series of models to compare the accuracy of customer scores obtained with and without network data. We also investigate how the accuracy of social network based scores changes when individuals can strategically construct their social networks to attain higher credit scores. We find that, if individuals are motivated to improve their scores, they may form fewer ties and focus them on more similar partners. The impact of such endogenous tie formation on the accuracy of consumer credit scores is ambiguous. Scores can become more accurate as a result of modications in social networks, but this accuracy improvement may come with greater network fragmentation. The threat of social exclusion in such endogenously formed networks provides incentives to low type members to exert effort that improves everyone's creditworthiness. We discuss implications for both managers and public policy.
Angel Iglesias-Diaz, Camilo Garcia-Jimeno, Pinar Yildirim (Work In Progress), Women, Rails and Telegraphs: Information Spillovers and Collective Action.
Ananya Sen and Pinar Yildirim (Under Review), Clicks and Editorial Decisions: How Does Popularity Shape Online News Coverage?.
Abstract: Does the popularity of news stories inuence the way editors allocate resources to them, and if so, how? With news available online, editors have the ability to track popularity or reader demand (i.e., the number of clicks) for individual stories. Using a unique online news dataset from a large Indian English daily newspaper, we provide evidence that editors indeed expand coverage of stories which receive more clicks. To establish a causal link between clicks and coverage, we use novel instrumental variables such as rainfall and power outages as exogenous shocks to reader access to online news. Further, we nd that the newspaper responds asymmetrically across dierent types of news stories by giving additional coverage based only on the higher clicks received by `hard' news stories. We provide evidence for `hard' news crowding out `soft' news and not vice-versa. Moreover, we relate our results to firm strategy and the inability of firms to handle `big data'.
Camilo Garcia-Jimeno and Pinar Yildirim (Draft), Matching Pennies on the Campaign Trail: An Empirical Study of Senate Elections and Media Coverage.
Chris Groening, Pinar Yildirim, Vikas Mittal, Pandu Tadikamalla (2014), Hedging Customer Risk, CNS.

Teaching

Professor Yildirim teaches Marketing Research in the Wharton Undergraduate and Graduate Program.

Past Courses

MKTG212 - DATA & ANLZ FOR MKTG DEC
Firms have access to detailed data of customers and past marketing actions. Such data may include in-store and online customer transactions, customer surveys as well as prices and advertising. Using real-world applications from various industries, the goal of the course is to familiarize students with several types of managerial problems as well as data sources and techniques, commonly employed in making effective marketing decisions. The course would involve formulating critical managerial problems, developing relevant hypotheses, analyzing data and, most importantly, drawing inferences and telling convincing narratives, with a view of yielding actionable results.
MKTG277 - MARKETING STRATEGY
This course views marketing as both a general management responsibility and an orientation of an organization that helps one to create, capture and sustain customer value. The focus is on the business unit and its network of channels, customer relationships, and alliances. Specifically, the course attempts to help develop knowledge and skills in the application of advanced marketing frameworks, concepts, and methods for making strategic choices at the business level.
MKTG712 - DATA & ANLZ FOR MKTG DEC
Firms have access to detailed data of customers and past marketing actions. Such data may include in-store and online customer transactions, customer surveys as well as prices and advertising. Using real-world applications from various industries, the goal of the course is to familiarize students with several types of managerial problems as well as data sources and techniques, commonly employed in making effective marketing decisions. The course would involve formulating critical managerial problems, developing relevant hypotheses, analyzing data and, most importantly, drawing inferences and telling convincing narratives, with a view of yielding actionable results.
MKTG777 - MARKETING STR
This course views marketing as both a general management responsibility and an orientation of an organization that helps one to create, capture and sustain customer value. The focus is on the business unit and its network of channels, customer relationships, and alliances. Specifically, the course attempts to help develop knowledge and skills in the application of advanced marketing frameworks, concepts, and methods for making strategic choices at the business level.

Awards and Honors

MSI Young Scholar, 2016
Mack Institute Research Grant, 2014
Dean’s Research Grant, 2014
Zicklin Center Research Support, 2014
ISMS Doctoral Consortium – Faculty Fellow, 2013
Wharton- Dean’s Research Fund Recipient, 2013
Wharton Mack Center Research Funding Support, 2013
Wharton Public Policy Initiative Summer Research Program Grant, 2013
Beta Gamma Sigma Honor Society, 2012
Wharton Customer Analytics Initiative, American Red Cross Grant, 2012
INFORMS Future Academician Colloquium Fellow, 2008 Description
AMA-Sheth Foundation Doctoral Consortium Fellow, 2008 Description
University of Pittsburgh Honoree, 2008 Description

Activity

Latest Research

Hanna Halaburda, Mikolaj Jan Piskorski, Pinar Yildirim (2016), Competing by Restricting Choice: The Case of Search Platforms, Management Science.

All Research

In the News

What Wharton Faculty Would Have Asked Mark Zuckerberg

Members of Congress questioned Facebook CEO Mark Zuckerberg on the social network’s privacy practices. Here are questions Wharton faculty would have asked.

Knowledge @ Wharton - 2018/04/12

All News

Awards and Honors

MSI Young Scholar 2016

All Awards

Pinar Yildirim

Contact Information

Overview

My Wharton page is updated very infrequently. For up to date information about my research please visit here.

Research

Teaching

Past Courses

MKTG212 - DATA & ANLZ FOR MKTG DEC

MKTG277 - MARKETING STRATEGY

MKTG712 - DATA & ANLZ FOR MKTG DEC

MKTG777 - MARKETING STR

Awards and Honors

In the News

Knowledge @ Wharton

Activity

Latest Research

In the News

Awards and Honors