“商学悦道”系列讲座
2024年第2期，总第54期
题目：Peer Effects in Sponsored Content Creation on Social Media Platforms: Mechanisms and Economic Implications
时间：3月21日（周四），下午2:00-3:30
地点：A618
讲座嘉宾：孙琦 教授，上海财经大学
主持人：刘霖 教授
摘要：We quantify the impact of peer competition effects in influencers’ sponsored content creation on social media platforms. Using detailed data on a leading social media platform in China, we document that influencers’ sponsored content creation decisions are significantly influenced by peer influencers, but such peer effects only affects the quantity of the sponsored content but not the quality of sponsored content. We further identify that such peer effects are primarily driven by the “defensive effect” of top influencers against smaller influencers and the “competition motive” between smaller influencers, but not driven by the “social learning motive” that smaller influencers follow top influencers or the “competition motive” between top influencers. Finally, we show that such peer effects drive influencers to purchase more in-feed advertising service from the platform, and lower their asking price of sponsored content, but do not lead to increased creative effort of the sponsored content.
简介：现任上海财经大学商学院副院长、市场营销系系主任。入选教育部国家级青年人才项目，入选上海市“曙光计划”和“浦江人才计划”。担任中国高等院校市场学研究会常务理事，《营销科学学报》编委。主要研究领域为大数据营销、数字营销、营销创新、平台经济。在国际管理科学和营销管理领域顶级期刊Management Science、Journal of Marketing Research、Journal of Marketing，以及国内管理科学与工商管理领域一流期刊《南开管理评论》《管理工程学报》等期刊上发表多篇论文。主编系列研究丛书《新商科·商业科学与决策丛书》。主持包括国家自然科学基金（3项）和教育部人文社科研究项目（1项）在内的多项国家级和省部级研究项目。研究成果获得第十七届江苏省哲学社会科学优秀成果奖（三等奖），被美国营销科学学会（American Marketing Association）以及美国科学促进会（The American Association for the Advancement of Science）专题报道。为本科生、硕士研究生和博士研究生讲授《市场营销学》《营销管理》《营销数据分析》《定价策略》《高级计量经济学》等多门课程。指导学生论文获得上海市MBA优秀学位论文奖以及多项校级优秀毕业论文奖。
