报告题目:The Influential Paradox

报告所属学科：工商管理

报告人：王峰(湖南大学)

报告时间：2019年12月6日 15:00

报告地点：将军路校区经管楼109室

报告摘要：

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.

报告人简介：

王峰，管理学博士、博士后，湖南大学工商管理学院副教授、博士生导师、市场营销系主任。分别于2007年、2009年、2012年在武汉大学获得学士（理学、管理学）、硕士（管理学）、博士（管理学）学位。2011-2012年在美国University of Illinois at Urbana-Champaign联合培养一年，后又于2013年在University of Illinois at Urbana-Champaign从事博士后研究工作。2013年12月底，入职湖南大学工商管理学院。研究兴趣包括营销战略与创新、社交网络、数字化营销、移动商务等。主持国家自然科学基金2项、教育部人文社科基金1项、湖南省自然科学基金1项。以第一作者或通讯作者在Journal of Marketing（UTD24）、Journal of the Academy of Marketing Science (FT50)、 Journal of Retailing、《管理科学学报》、《南开管理评论》等国内、外高水平期刊发表论文多篇。参与中国劲酒、美尔雅期货等企业横向课题5项。