報告題目:The Influential Paradox

報告所屬學科：工商管理

報告人：王峰(湖南大學)

報告時間：2019年12月6日 15:00

報告地點：將軍路校區經管樓109室

報告摘要：

Social networking platforms not only connect users easily with each other but also enable them to effortlessly share and forward content in friendship network. We identify two types of influencer, social hub (i.e., well-connected people with high-degree centrality) and bridge (i.e., people with high betweenness centrality) and investigate why they share different content with their friends. We conduct both a field data analysis and four lab experiments. Study 1 tracks 69,086 users and finds that while highly connected people are more likely than poorly connected people to share deal content, they are less likely to share brand content. In contrast, high-betweenness people are more likely than low-betweenness people to share brand content but are less likely to share deal content. The four lab experiments test mechanisms that motivate influencers to share brand content (i.e., motivation for self-identity signaling) and deal content (i.e., motivation to help others). This study enriches existing literature by offering insights into influencers and content sharing.

報告人簡介：

王峰，管理學博士、博士后，湖南大學工商管理學院副教授、博士生導師、市場營銷系主任。分別于2007年、2009年、2012年在武漢大學獲得學士（理學、管理學）、碩士（管理學）、博士（管理學）學位。2011-2012年在美國University of Illinois at Urbana-Champaign聯合培養一年，后又于2013年在University of Illinois at Urbana-Champaign從事博士后研究工作。2013年12月底，入職湖南大學工商管理學院。研究興趣包括營銷戰略與創新、社交網絡、數字化營銷、移動商務等。主持國家自然科學基金2項、教育部人文社科基金1項、湖南省自然科學基金1項。以第一作者或通訊作者在Journal of Marketing（UTD24）、Journal of the Academy of Marketing Science (FT50)、 Journal of Retailing、《管理科學學報》、《南開管理評論》等國內、外高水平期刊發表論文多篇。參與中國勁酒、美爾雅期貨等企業橫向課題5項。