Zsolt Katona

University of California, Berkeley - Haas School of Business

Assistant Professor of Marketing

545 Student Services Building, #1900

2220 Piedmont Avenue

Berkeley, CA 94720

United States

SCHOLARLY PAPERS

16

DOWNLOADS
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Top 8,724

in Total Papers Downloads

6,944

SSRN CITATIONS
Rank 17,783

SSRN RANKINGS

Top 17,783

in Total Papers Citations

37

CROSSREF CITATIONS

24

Scholarly Papers (16)

1.

On the Capital Market Consequences of Alternative Data: Evidence from Outer Space

9th Miami Behavioral Finance Conference 2018
Number of pages: 54 Posted: 15 Mar 2019 Last Revised: 30 Mar 2021
University of California, Berkeley - Haas School of Business, Saint Louis University - Department of Finance, Berkeley Haas and NUS Business School, National University of Singapore
Downloads 1,992 (10,078)
Citation 2

Abstract:

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Alternative Data; Satellite Imagery; Price Discovery; Information Asymmetry

The Role of Search Engine Optimization in Search Marketing

Number of pages: 17 Posted: 23 Jan 2011 Last Revised: 07 Sep 2014
Ron Berman and Zsolt Katona
University of Pennsylvania - The Wharton School and University of California, Berkeley - Haas School of Business
Downloads 1,102 (24,723)
Citation 10

Abstract:

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Search Engine Optimization, Search Marketing, Online Advertising, Game Theory, Contests

The Role of Search Engine Optimization in Search Marketing

Marketing Science, Vol. 32, No. 4, 2013; pp. 644-651; DOI: 10.1287/mksc.2013.0783
Posted: 13 Nov 2013
Ron Berman and Zsolt Katona
University of Pennsylvania - The Wharton School and University of California, Berkeley - Haas School of Business

Abstract:

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search engine marketing, electronic commerce, marketing contests

3.

Curation Algorithms and Filter Bubbles in Social Networks

NET Institute Working Paper No. 16-08
Number of pages: 45 Posted: 11 Oct 2016 Last Revised: 25 Sep 2019
Ron Berman and Zsolt Katona
University of Pennsylvania - The Wharton School and University of California, Berkeley - Haas School of Business
Downloads 710 (46,351)
Citation 9

Abstract:

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Social Media, Content Filtering, Ranking, Filter Bubble, Algorithmic Curation, Game Theory

4.

Media, Aggregators and the Link Economy: Strategic Hyperlink Formation in Content Networks

NET Institute Working Paper No. 10-13, Boston U. School of Management Research Paper No. 2010-30, Robert H. Smith School Research Paper No. RHS 06-131
Number of pages: 41 Posted: 20 Oct 2010 Last Revised: 10 Aug 2014
Boston University, Questrom School of Business - Department of Information Systems, University of California, Berkeley - Haas School of Business and North Carolina State University
Downloads 624 (54,935)
Citation 26

Abstract:

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Hyperlinks, Media Economics, Content Networks, Content Aggregators, Strategic Network Formation

5.

Competing for Influencers in a Social Network

NET Institute Working Paper No. 13-06
Number of pages: 41 Posted: 07 Oct 2013 Last Revised: 28 Jul 2020
Zsolt Katona
University of California, Berkeley - Haas School of Business
Downloads 378 (100,799)
Citation 4

Abstract:

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Social Networks, Influencers, Competition

6.

Contextual Advertising

Number of pages: 41 Posted: 02 Feb 2011
Kaifu Zhang and Zsolt Katona
INSEAD and University of California, Berkeley - Haas School of Business
Downloads 360 (106,505)
Citation 5

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Contextual Advertising, Targeting, Competition, Game Theory

7.

Ad Blocking

Columbia Business School Research Paper No. 18-11
Number of pages: 49 Posted: 18 Jan 2018 Last Revised: 10 Apr 2021
Columbia Business School - Marketing, University of California, Berkeley - Haas School of Business and Columbia Business School - Marketing
Downloads 320 (121,265)
Citation 6

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Digital Advertising, Ad Avoidance, Expropriation, Consumer Protection

8.

Competing for Attention in Social Communication Markets

Number of pages: 37 Posted: 10 Sep 2013 Last Revised: 26 Feb 2015
Ganesh Iyer and Zsolt Katona
University of California, Berkeley - Marketing Group and University of California, Berkeley - Haas School of Business
Downloads 309 (125,842)
Citation 7

Abstract:

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Social Networks, Social Communication, Participation Inequality

9.

Information Communities: The Network Structure of Communication

Number of pages: 41 Posted: 03 Feb 2011 Last Revised: 17 Aug 2014
Tel Aviv University - Coller School of Management, Wheaton College (MA) and University of California, Berkeley - Haas School of Business
Downloads 308 (126,288)

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communities, social networks, communication, information transmission, network closure

10.

Democracy in Product Design: Consumer Participation and Differentiation Strategies

Number of pages: 49 Posted: 13 Feb 2012 Last Revised: 02 Apr 2013
Zsolt Katona
University of California, Berkeley - Haas School of Business
Downloads 264 (148,243)

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Consumer participation, product design, uncertainty

11.

Quality Score: The Cost of a Virtuous Cycle

Number of pages: 50 Posted: 20 Apr 2017 Last Revised: 27 Jul 2020
Zsolt Katona, Yi Zhu and Lei Zhuang
University of California, Berkeley - Haas School of Business, University of Minnesota - Carlson School of Management and University of Minnesota - Twin Cities
Downloads 230 (169,705)
Citation 4

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Position Auctions, Generalized Second-Price Auctions, Quality Score, Landing Page Quality, Internet Marketing, Online Advertising, Game Theory

12.

CAM: A Spreading Activation Network Model of Subcategory Construction when Categorization Uncertainty is High

INSEAD Business School Research Paper No. 2008/56/MKT/ISSRC
Number of pages: 45 Posted: 24 Nov 2007 Last Revised: 18 Jun 2013
University of Lausanne - School of Economics and Business Administration (HEC-Lausanne), University of California, Berkeley - Haas School of Business, INSEAD - Marketing and INSEAD - Marketing
Downloads 142 (258,955)

Abstract:

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Consumer Psychology, Information Processing, Categorization, New Products, Hybrid Products, Experimental Design and Analysis, Network Analysis

13.

Agenda Chasing and Contests Among News Providers

Columbia Business School Research Paper No. 13-49
Number of pages: 36 Posted: 03 Jul 2013
Zsolt Katona, Jonathan A. Knee and Miklos Sarvary
University of California, Berkeley - Haas School of Business, Columbia University - Columbia Business School and Columbia Business School - Marketing
Downloads 111 (310,765)
Citation 1

Abstract:

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Agenda Setting, News Industry, Social Media

14.

When and How Should Firms Differentiate? Quality, Advertising and Pricing Decisions in a Duopoly

Number of pages: 46 Posted: 11 Dec 2018
Dominique Olie Lauga, Elie Ofek and Zsolt Katona
University of Cambridge - Judge Business School, Harvard Business School - Marketing Unit and University of California, Berkeley - Haas School of Business
Downloads 94 (346,852)

Abstract:

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quality differentiation, advertising, targeting

15.

Inefficiencies in Digital Advertising Markets

Journal of Marketing, Forthcoming, Columbia Business School Research Paper Forthcoming
Posted: 30 Sep 2019 Last Revised: 05 May 2020
Northwestern University - Kellogg School of Management, Columbia University - Columbia Business School, University of California, Berkeley - Haas School of Business, Stanford Graduate School of Business, Yale School of Management and University of California, San Diego (UCSD) - Rady School of Management

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Advertising, Antitrust, Digitalization, Inefficiencies, Markets

16.

Contextual Advertising

Marketing Science, Vol. 31, No. 6, pp. 980-994, 2012, DOI: 10.1287/mksc.1120.0740
Posted: 29 Jan 2013
Kaifu Zhang and Zsolt Katona
Cheung Kong Graduate School of Business and University of California, Berkeley - Haas School of Business

Abstract:

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online advertising, display advertising, targeting