Pinar Yildirim

Associate Professor of Marketing,
The Wharton School,
Associate Professor of Economics,
University of Pennsylvania;
Senior Fellow, Center for Technology, Innovation & Competition,
University of Pennsylvania Carey Law School

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  • Vildan Altuglu
  • Todd J. Kumler
  • Sachin Sancheti

or any member of our senior staff.


    • University of Pittsburgh, Ph.D., marketing and business economics
    • University of Pittsburgh, Ph.D., industrial engineering
    • University of Pittsburgh, M.S.
    • Middle East Technical University (METU), Turkey, B.S.

Pinar Yildirim is a quantitative marketing and economics expert specializing in media, technology, and information economics. Combining applied theory and empirical analysis, Professor Yildirim studies online platforms, artificial intelligence (AI), privacy, digitization, and social networks. The American Marketing Association (AMA) honored her in 2020 with the Erin Anderson Award, which recognizes a female marketing scholar likely to become a leading academic in the field.

In her research, Professor Yildirim analyzes such topics as advertising and competitive product positioning, the role of choice in two-sided platforms, and the incentive of platforms to moderate content. Professor Yildirim also studies social network design, the impact of advertising on media content, and the use of social network data in credit scoring. The Federal Communications Commission (FCC) noted her work on social media and political contributions in 2021 proposed rulemaking involving political programming.

Professor Yildirim’s research has been published in leading peer-reviewed journals, including the American Economic Review, Marketing Science, the Journal of Marketing Research, Quantitative Marketing and Economics, and Management Science. She also serves on the editorial boards of Marketing Science and the Journal of Marketing Research. Numerous mainstream media outlets have covered her work, including CNN, Forbes, the New York Times, NPR, Politico, the Wall Street Journal, and the Washington Post.

At Wharton, Professor Yildirim has received awards for teaching excellence. She teaches undergraduate and M.B.A. courses in marketing research and marketing strategy for technology platforms and executive education modules focused on digital marketing, business in the metaverse economy, and marketing for financial firms.

Professor Yildirim is also a Faculty Research Fellow in the Productivity, Innovation, and Entrepreneurship Program at the National Bureau of Economic Research (NBER).