Jason Ho

Associate Professor, Marketing
Master of Philosophy in Marketing (Chinese University of Hong Kong), PhD (University of BC)

Burnaby Room: WMC 4393
Burnaby Phone: 778.782.5836

Email Address: jason_ho_3@sfu.ca

Curriculum Vitae: View

Biography

Associate Professor Jason Ho's keen interest in action movies and comic books is evident in his research, which focuses on entertainment marketing and viral marketing. He enjoys applying mathematical and statistical methods to assess marketing programs' sales and demand patterns in order to improve profits. Recently, he developed an automated demand-scheduler for multiplex movie theatres to optimize how they schedule their movies in order to improve revenues. Ho joined the Beedie School of Business in August 2007.

Specialization and Research Interests

Marketing Modeling, Entertainment Marketing, Viral Marketing

Selected Publications

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Articles and Reports

Mora, J., Krider, R. E., & Ho, J. Y. C. (2015). Who decides what to watch on TV at home? Insights from people-meter data in Mexico: Measuring co-viewing and preference influences to help broadcasters promote programming. Journal of Advertising Research, 55(1), 22-36. http://doi.org/10.2501/JAR-55-1-022-036

Mora, J. D., Ho, J. Y. C., & Krider, R. E. (2011). Television co-viewing in Mexico: An assessment on people meter data. Journal of Broadcasting and Electronic Media, 55(4), 448-469. http://doi.org/10.1080/08838151.2011.620905

Ho, J. Y. C., & Weinberg, C. B. (2011). Segmenting consumers of pirated movies. Journal of Consumer Marketing, 28(4), 252-260. http://doi.org/10.1108/07363761111143141

Ho, J. Y. C., & Dempsey, M. (2010). Viral marketing: Motivations to forward electronic content. Journal of Business Research, 63(9-10), 1000-1006. http://doi.org/10.1016/j.jbusres.2008.08.010

Ho, J. Y. C., Dhar, T., & Weinberg, C. B. (2009). Playoff payoff: Super bowl advertising for movies. International Journal of Research in Marketing, 26(3), 168-179. http://doi.org/10.1016/j.ijresmar.2009.06.001

Eliashberg, J., Hegie, Q., Ho, J. Y. C., Huisman, D., Miller, S. J., Swami, S., ... Wierenga, B. (2009). SilverScheduler: A demand-driven modeling approach for the construction of micro-schedules of movies in a multiplex. International Journal of Research in Marketing, 26(2), 75-88.

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