期刊論文（國際）
1. Yitian (Sky) Liang, Xinlei (Jack) Chen, Shengnan Han, Jinglong Zhang, Yubo Chen (2025). Is the Money Spent on Short-Form Video Social Platforms Worth It? The Role of Advertising Spillover in a Large-Scale Randomized Field Experiment on ByteDance. Marketing Science (Accept).
2. Yitian (Sky) Liang, Xinlei (Jack) Chen, Yuxin Chen, Ping Xiao, Jinglong Zhang (2023). Mobile Ad Fraud: Empirical Patterns in Publisher and Advertising Campaign Data. International Journal of Research in Marketing, (Forthcoming).
3. Yitian (Sky) Liang, Zhongqiang (Tak) Huang, Lei Su (2023). Too Time-Crunched to Seek Variety: The Influence of Parenting Motivation on Consumer Variety Seeking. Journal of Marketing Research, 60(4): 812-833.
4. Shaohui Wu, Yong Tan, Yubo Chen, Yitian (Sky) Liang (2022). How Is Mobile User Behavior Different?—A Hidden Markov Model of Cross-Mobile Application Usage Dynamics. Information Systems Research, 33(3): 1002-1022.
5. Ping Xiao, Ruli Xiao, Yitian (Sky) Liang, Xinlei (Jack) Chen, Wei Lu (2020). The Effect of the Government's Subsidy Program: Accessibility Beyond Affordability. Management Science, 66(7): 3211-3233.
6. Tak Huang, Yitian (Sky) Liang, Charles Weinberg, Gerald Gorn (2019). The Sleepy Consumer and Variety Seeking. Journal of Marketing Research, 56(2): 179-196, Lead Article.
7. Jason Ho, Yitian (Sky) Liang, Charles Weinberg, Jing Yan (2018). An Empirical Study of Uniform and Differential Pricing in the Movie Theatrical Market. Journal of Marketing Research, 55(3): 414-431.
期刊論文（國内）
1. 陳歆磊，梁屹天 (2018)，營銷領域中國問題的研究及思考，營銷科學學報，13(4): 124-131。
科研項目
國自科優秀青年科學基金項目（營銷決策的模型研究），2023 – 2025
國自科青年科學基金項目《網絡遊戲玩家交易市場的實證機制設計》（主持），2020 - 2022
國自科重大項目子課題《共享經濟平台服務運作模式與風險管理》（參與），2020 - 2024
國自科重大研究計劃集成項目《面向商務領域的大數據資源池及集成示範平台》（參與），2018 - 2021
