“华理•工商” 青年学者论文工作坊系列——数字科技下的营销科学与理论前沿

发布者:工商管理系     时间:2021-10-19     阅读次数:773

【时间】 2021.10.29(星期五) 上午8:30---12:10

【地点】 华东理工大学 商学院新大楼 318

【主办单位】华东理工大学商学院

【承办单位】华东理工大学商学院工商管理系


【会议议程】


第一场 (8:30-10:10),主持人:吴笑悦(华东理工大学商学院)

B2C, C2B, and C2C brand   Communications: Does It Pay for Brands to Participate in Social Media   Marketing?

报告人:Tanya Tang (Isenberg School   of Management, University of Massachusetts Amherst)

Shopping in Virtual Fitting   Room: Who Buys What and Why

报告人:杨帅 (东华大学管理学院)

茶歇(10:10-10:30)

第二场(10:30-12:10),主持人:吴笑悦(华东理工大学商学院)

The Effect of Social Jetlag   on Conspicuous Consumption

报告人:殷云露 (复旦大学管理学院)

More than meet the eyes:   consumer perceptions of product category values

报告人:叶升 (华东理工大学商学院)

















报告人简介

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Tanya Tang, 马萨诸塞大学安姆斯特分校Isenberg管理学院市场营销系助理教授,博士毕业于伊利诺伊香槟分校。她的研究兴趣主要集中于社交媒体营销、用户生成内容(UGC)、社会网络理论与分析、新产品开发等,相关研究成果发表于Journal of Marketing, MIS Quarterly, Journal of Business Research, International Journal of Mobile Communications等国外高水平期刊,目前担任Journal of Academy of Marketing Science等多本期刊的审稿人。

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杨帅,东华大学管理学院副教授,博导,副院长。从事新媒体营销、时尚营销、旅游管理等研究。在国内外知名期刊上(如营销科学学报、南开管理评论、Journal of Management Information Systems, Decision Support Systems, International Journal of Electronic Commerce, International Journal of Hospitality Management)发表或被收录学术论文多篇;主持国家自然科学基金2项;担任南开管理评论(国际版)副主编、《东华大学学报(自然科学版)》编委会成员、Journal of Contemporary Marketing Science编辑审查委员会成员。获2015年Winter AMA Marketing Educators' Conference年会全会最佳论文奖以及“社交媒体和电子营销”分会的最佳论文奖;Journal of Marketing Management期刊2016年最佳论文高度赞扬奖;Journal of Contemporary Marketing Science期刊2020年杰出评审人。

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殷云露,复旦大学管理学院市场营销系青年副研究员,香港大学市场营销系博士。他主要利用现场实验,大数据分析,以及认知神经实验等跨学科手段研究视觉与媒体营销的认知基础以及消费者决策的神经机制。其相关研究成果发表于管理学以及认知神经科学的主流期刊例如Journal of Marketing Research, Neuroimage, 与eLife上。

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叶升,华东理工大学商学院工商管理系讲师,博士毕业于澳大利亚西澳大学。她的研究兴趣包括价值观与消费行为的影响关系,信息解读与消费者偏好以及品牌管理等。主要研究成果发表在Journal of Travel Research(荣获该期刊2020年度最佳论文), Journal of Advertising, Journal of Business Research, Tourism Management, Personality and Individual Difference等国内外期刊上。


B2C, C2B, and C2C Communications: Does It Pay for Brands to Participate in Social

Media Marketing?

Abstract

Social media platforms have fundamentally changed how brands interact with consumers (B2C), how consumers interact with brands (C2B), and how consumers interact with one another to obtain information about brands (C2C). Although brands have long recognized the importance of communicating with and listening to consumers, they struggle to successfully manage such complex B2C, C2B, and C2C relationships in the consumer-empowered social media environment. We distinguish two B2C social media activities — posts and replies — and unpack their direct effects on brand sales as well as indirect effects through C2B and C2C user generated content (UGC). Empirically, we assemble a unique, large-scale data set comprised of a half million UGC observations from Facebook together with data from the U.S. automotive industry, to study the presence, magnitude, and carryover of such direct and indirect effects of brand posts and replies on sales. With regard to the indirect effects, the results reveal that brand posts can stimulate both C2B and C2C UGC, while brand replies increase C2B UGC but decrease C2C UGC. Moreover, both types of UGC positively influence sales, although C2C UGC elasticity is larger than C2B UGC elasticity. Furthermore, the analysis finds evidence for direct effects of posts and replies on sales, although reply elasticity is larger than post elasticity and lasts longer. Consequently, by building a comprehensive framework of B2C, C2B, and C2C communications, this research offers important insights for theoretical and managerial implications in social media marketing.

 

Shopping in Virtual Fitting Room: Who Buys What and Why

Abstract

Applying the emerging virtual reality technology, virtual fitting room (VFR) allows customers to virtually try on clothes with their avatars when shopping online. Despite its managerial importance and increasing popularity, VFR’s impact on product evaluations and purchases is hitherto under-researched. This research empirically investigates the causal effects of VFR on product outcomes from a contingency perspective. Based on a large-scale field experiment using real-word transactional data and three lab experiments, we document that the effect of VFR is not universally positive across all customer groups, unveil the underlying theoretical mechanism, and provide actionable solutions to the potential negative effect. Results indicate that the positive effect of VFR is mitigated as customers’ BMI (body mass index) increases. VFR reduces product evaluations and purchases among high-BMI / overweight customers, due to self-threat induced by avatars resembling their own body image. Interestingly, certain product features and situational factors can reverse such adverse effects. Specifically, high-BMI customers react positively to high-price or high-status products in the presence of VFR. Accenting individual uniqueness or practicing self-affirmation also help high-BMI customers cope with self-threat and thus alleviate negative product responses. These findings provide feasible guidance for retailers to optimally leverage VFR to enhance business performance.

 

The Effect of Social Jetlag on Conspicuous Consumption

Abstract

Consumers often engage in conspicuous consumption to signal their status in social life. In this research, we show that consumers’ social life may interact with their chronobiological system to influence conspicuous consumption. Specifically, social jetlag, which is induced by the discrepancy between one’s biological clock and demands of the social clock that determine most schedules (e.g., having to get up earlier than one’s natural wake-up time for work or study, having to stay up to work night shifts or meet a report deadline), is found to decrease consumers’ interest in conspicuous consumption. Social-jetlagged consumers become less interested in social interaction. Conspicuous consumption, which draws social attention that may lead to social interaction, is less desirable to social-jetlagged consumers for this reason. The effect is weakened when social interaction is perceived to be less aversive (e.g., interacting with familiar others rather than strangers), or when consumers believe that conspicuous consumption will not draw extra social attention that may lead to social interaction. This work both measures and manipulates social jetlag, illustrating the effect using consequential behavioral measures. Implications for the literatures on conspicuous consumption and social jetlag as well as for marketing practice are discussed.

 

More than meet the eyes: consumer perceptions of product category values

Abstract

Brands are perceived as having a personality including human values. For the first time, we propose and show that this phenomenon can go beyond familiar brands to more abstract judgments of product categories. Using two studies, we show that consumers naturally make inferences about the values of product categories that correspond to the circular structure of 10 human values. When no value-expressive information is provided, we show that consumers project their personal values onto product categories. This means that consumers imbue a product category with their own personal values, which they are likely to view favorably. When just one piece of value-expressive information is provided, we show that consumers use this information to infer the value priorities of a product category, not only for the communicated value, but also for neighboring and opposing values in the circle. We also found that product-category value congruity is related to more positive product evaluations and behavioral intentions. However, such effect differs between value groups. The current research offers theoretical contributions to the values-based product management literature.



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