ABOUT

 

Dr. Mimi Zhang is the Senior Research Scientist for Emerging Media in the Measurement Science group of Center of Innovation at the Nielsen Company. Currently she is working on the research and development of Nielsen Online Campaign Ratings. Mimi graduated from College of Information Sciences and Technology, Penn State University. She finished her dissertation titled "Brands all a Twitter: the influences of Twitter on brands and consumer" under the advising of Prof. Jim Jansen.

 

Her broad research interest includes search, social media, human-computer interaction (HCI), computer-mediated communication (CMC), cognitive psychology, e-commerce, marketing, transaction log analysis, and experiment design. Her specific interest is on human information behavior and especially on applying relevant theories from multiple disciplines to gain a better understanding of users, advance the theoretical framework, and have practical / commercial impact. Her focus is on both the theoretical and empirical aspects of how people gain access to and propagate information.

CONTACT

 

mimi.zhang -AT- nielsen.com

 

Blog [coming]      Twitter @zhangmimi     Linkedin      Google Scholar

 
  NEWS

SELECTED PUBLICATIONS

  • Zhang, Mimi, Jansen, B. J., & Chowdhury, A. (2011). Business engagement on Twitter: A path analysis. Electronic Markets, 21(3), 161-175. [link]

  • Jansen, B. J., Sobel, K., & Zhang, Mimi. (2011). The brand effect of queries and advertisements in keyword advertising. International Journal of Electronic Commerce, 16(1), 77-106. [link]

  • Jansen, B. J., Zhang, Mimi, Sobel, K., & Chowdhury, A. (2009). Twitter power: Tweets as electronic word of mouth. Journal of the American Society for Information Science and Technology, 60(11), 2169-2188. [link]

  • Jansen, B. J., Zhang, Mimi, & Schultz, C. D. (2009). Brand and its effect on user perception of search engine performance. Journal of the American Society for Information Science and Technology, 60(8), 1572-1595. [link]

  • Jansen, B. J., Booth, D., Park, D., Zhang, Mimi, Zhang, Y., Kathuria, A., & Bonner, P. (2009, October). To what degree can log data profile a Web searcher? Proceedings of the American Society for Information Science and Technology Annual Meeting. Retrieved February 21, 2010 from http://www.asis.org/Conferences/AM09/open-proceedings/papers/40.xml [link]

  • Zhang, Mimi, & Jansen, B. J. (2009). Influences of mood on information seeking behavior. In D. R. Olsen, Jr & R. B. Arthur (Eds.), Proceedings of the Annual SIGCHI Conference on Human Factors in Computing Systems: Student Research Competition (pp. 3395-3400). New York: ACM. [link]

  • Jansen, B. J., Zhang, Mimi, & Spink, A. (2007). Patterns and transitions of query reformulation during Web searching. International Journal of Web Information Systems, 4, 328-340. [link]

  • Zhang, Mimi, Jansen, B. J., & Spink, A. (2006). Information searching tactics of Web searchers [CD]. In A. Grove (Ed.), Proceedings of the American Society for Information Science and Technology Annual Meeting. Retrieved June 29, 2008, from http://eprints.rclis.org/archive/00008101/01/ZhangASIST2006.pdf [link]

Copyright © 2012, Mimi Zhang. All Rights Reserved