Consumer-generated content has assumed a prominent role in contemporary marketing, as consumers are invited to express their views and thoughts in the form of comments or reviews. Dena Yadin's research examines how and why consumer-generated content influences consumers beyond their purchasing decisions. In particular, she focuses on changes in consumer behavior and experiences caused by exposure to consumer-generated content. For example, she examines how reading reviews before consumption influences consumers' product experiences. She is also interested in how consumer behavior transfers via social media. Her goal is to broaden the understanding of the social context in which we understand consumers' online behavior and shed light on their effects on other consumers' online and offline experiences. Finally, she aims to leverage these insights to address real-world problems in the field of marketing.
Education
- PhD Marketing, Bar-Ilan University, Ramat Gan, Israel
- MBA, The Open University, Ra'anana, Israel
- BA Behavioral Sciences, Ben-Gurion University, Beer Sheva, Israel
Awards & Recognition
- Tel-Aviv University Dean's Teaching Excellence Award, 2022
- AMA's CBSIG Small Research Grants Competition, 2021
- Reichman University Dean's Teaching Excellence Award, 2021
- Tel-Aviv University Dean's Teaching Excellence Award, 2021
- Bar-Ilan University, Graduate School of Business Administration, Dov Elizur Excellence Scholarship, 2020, 2018
Selected Presentations
- Yadin, D., Munichor, N., Williams, E. F., and Stockheim, I. (2022). The Effects of Reviews on Consumer Experience. Presented at the European Marketing Academy Conference.
- Yadin, D., Munichor, N., Williams, E. F., and Stockheim, I. (2021). The Effects of Reviews on Consumer Experience. Presented at the Association for Consumer Research Conference.
- Yadin, D., Munichor, N., Williams, E. F., and Stockheim, I. (2021). The Effects of Reviews on Consumer Experience. Presented at the Society for Consumer Psychology.
- Yadin, D., Yahav, I., and Zalmanson., L (2020). The Guide to Content Moderation: Introducing Crowds to Mitigate the Challenges of the Human Moderator. Presented at the Association for Information Systems 2020.
- Yadin, D., Yahav, I., and Zalmanson., L (2020). The Guide to Content Moderation: Introducing Crowds to Mitigate the Challenges of the Human Moderator. Presented at the Statistical Challenges in eCommerce Research 2020.
