报告题目：“LIVE” TO WIN: THE IMPACTS OF DIFFERENT VIDEO PLATFORMS ON PRODUCT SALES PERFORMANCE- A PVAR ANALYSIS
报告人：张洁 教授
邀请人：李文立 教授 ；曲刚 副教授
时间及地点：2019年7月12日(周五)9：30-11:00；经济管理学院D212
报告摘要：User-generated-video platforms are growing rapidly, have engendered massive proliferation, and are evolving to various forms, which include more and more interpersonal interaction and socialization features. This study focuses on live streaming video platforms and pre-recorded video platforms. The objective is to examine (1) how effectively do live streaming video platform and pre-recorded video platforms play in influencer marketing, in terms of product sales and customer stickiness? (2) Do platforms perform equally in converting viewers to shoppers and why? Through Panel-Vector-Auto-Regression analysis, we find that (1) Live streaming video platforms can improve both the short-term and long-term product sales and customer stickiness. (2) Pre-recorded video platforms can only improve the long-term product sales and customer stickiness. (3) Live streaming video platforms have a more significant and stronger predictive relationship than pre-recorded video platforms with the response level and explanatory power of product sales and customer stickiness. We used the media richness theory and the social presence theory to explain the results. Collectively, this research adds the contributions to marketing, IS and communication literature by extending the propositions of media richness theory and social presence theory and by providing managerial implications to managers who conduct content and influencer marketing.
人物简介：张洁，美国罗切斯特大学（University of Rochester）西蒙工商管理学院工商管理硕士和博士，现为德州大学阿灵顿分校（The University of Texas at Arlington）商学院教授。主要研究领域包括渠道管理, 信息产品, 电子商务, 和社交媒体等。先后获得德州阿灵顿大学商学院杰出研究成果奖、托莱多大学工商管理学院杰出研究论文奖、夏威夷系统科学国际 会议(HICCS)最佳论文奖等奖励。研究成果发表在MIS Quarterly, Information Systems Research, Journal of Management Information Systems, Journal of Economics and Management Strategies, Communications of the ACM, Decision Support Systems等国际顶级或权威学术期刊。
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