Pinar Yildirim
Wharton School, University of Pennsylvania
Pinar Yildirim is Assistant Professor of Marketing at the Wharton School of the University of Pennsylvania and Senior Fellow at the Leonard Davis Institute. Pinar conducts research related in media and information economics. She focuses on applied theory, market design, and social networks. In addition, she investigates the impact of media on political outcomes.

Professor Yildirim’s research appeared in leading business journals including Marketing Science, Journal of Marketing Research, Management Science, and Journal of Marketing, and has received numerous grants and honors. Yildirim has industrial experience in consumer electronics and automotive sectors, at firms such as Fiat S.P.A and Renault S.A. She also conducted research in collaboration with GlaxoSmithKline and PNC Bank, and currently she is conducting research in collaboration with the American Red Cross and Social Bicycles. Professor Yildirim holds a Ph.D. degree in Marketing & Business Economics and a Ph.D. degree in Industrial Engineering from the University of Pittsburgh. She is teaching Marketing Research at the full time MBA program at the Wharton School and is a frequent contributor for Knowledge@Wharton, Wharton Business Radio, and Google Think Insights.

Articles By Pinar Yildirim
Clicks and editorial decisions: How does popularity shape online news coverage?
Posted On: 18 May 2015


Identifying whether newspaper editors focus on what is ‘newsworthy’ or what is ‘trendy’ when choosing stories is important for the design of media regulation. This column shows how the popularity of an article, reflected by online clicks, influences the coverage of the story. However, this strategy operates differently for ‘hard’ and ‘soft’ news and hence, does not lead to a general decline of the quality of content.
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