Yimeng (Margaret) Cai

Yimeng (Margaret) Cai

Ph.D. Student in Quantitative Marketing at UNC Kenan-Flagler.

Posts by Collection

portfolio

publications

The Impact of Anti-Takeover Strategies on Shareholders and Management

Contemporary Manager (Chinese core journal; ISSN 1672-8149; CN 11-5166/F), 2016(2), 14–16

Do Accounting Earnings Forecast Macroeconomic Growth? Evidence from an Earnings Structure Perspective

Scientific Decision Making (CSSCI core journal; ISSN 1006-4885; CN 11-3472/G3), 2017(8), 21–50

From Shelf to Scroll: The Role of Social Media in Retailers’ Private Label Branding Strategies

Data collected, analysis in progress. Presented at the EMAC Conference (2026).

The Visual Formula: Unlocking the Impact of Content Composition

Analysis in progress.

Building or Borrowing the Audiences? How Review Quality Decides Whether Brands Should Stream Themselves or Lean on Creators

Analysis in progress. Presented at the AMA Marketing Strategy Consortium (2026).

When Agreement Lies: Counterfactual Evidence for Detecting and Recovering False Confidence in Video Temporal Grounding

Under review at the AAAI Conference on Artificial Intelligence (AAAI 2027).

Withheld to preserve author anonymity during the review process

talks

2025 AMA Winter Academic Conference

Published:

2025 AMA Marketing Strategy Consortium

Published:

Conference Presentations / Invited Presentation and Conferences

2025 AMA-Sheth Foundation Doctoral Consortium

Published:

2026 AMA Marketing Strategy Consortium

Published:

2026 Marketing Dynamics Conference

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2026 EMAC Conference

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teaching