第305期

　　主题：Brand- and Deal-retransmission of Influencers in Friends Network

　　主讲：王峰，湖南大学

　　时间：2019年4月11日09:30--10：10

　　地点：999策略白菜手机论坛教工之家

　　摘要：Social networking platforms not only let users easily connect with their friends, but also enable them easily to retransmit and forward content they received to make their friends know it. However, existing findings on the role of influencers in content retransmission are inconsistent. This paper is to investigate whether and why influencers retransmit what content with their friends. From June 2017 to May 2018, Study 1 tracked 69,086 users and found that while influencers are less likely to retransmit branding content with their friends, they are more likely to retransmit deal content. Study 2 and Study 3 are two behavioral experiments to test the mechanisms. This paper enriches the literature on social media and provides managerial suggestions for referral marketing.

　　讲座人简介：王峰，现任湖南大学工商管理学院副教授、市场营销系主任、博士生导师。硕博均毕业于999策略白菜手机论坛市场营销专业，获管理学博士学位。研究兴趣包括营销战略、网络营销、社交商务及移动广告等。主持国家自然科学基金两项、教育部人文社科基金一项。发表多篇论文于Journal of Marketing、Journal of the Academy of Marketing Science、Journal of Retailing、《管理科学学报》等国内外期刊。

　　第306期

　　主题：Good on paper: How the Medium of Action Influences Self-ControlShort abstract

　　主讲：王丽丽 浙江大学

　　时间：2019年4月11日 10:15-10:55

　　地点：999策略白菜手机论坛教工之家

　　摘要：The present research explores the effect of using paper (vs. digital device) as a medium of action on self-control. We find that consumers perceive their actions on paper (vs. a digital device) as more as self-diagnostic and thus are more likely to exercise selfcontrol for action performed on paper.

　　讲座人简介：王丽丽，硕士毕业于999策略白菜手机论坛市场营销专业，博士毕业于上海交通大学安泰经济管理学院，佐治亚理工，芝加哥大学联合培养博士生，杜克大学Fuqua商学院博士后，香港科技大学，美国西北大学访问学者。现任浙江大学管理学院市场营销系副教授，硕士生导师。研究领域主要集中在消费者行为领域，近年来主要关注消费者自我控制行为，产品和消费者互动对消费者行为的影响，以及拟人化对消费行为影响，共享行为和服务补救等。研究成果发表在Journal of Consumer Research, European Journal of Marketing, Psychology & Marketing等SSCI期刊和《管理世界》《南开管理评论》等国内权威和核心期刊。目前发表国内权威和核心期刊论文10余篇，发表SSCI论文10余篇。研究成果先后在2013年获得ACR The Franco Nicosia ACR Competitive Paper Award(44年来大陆学者第一次获得此奖项)，2016年获得中国市场国际营销学术年会最佳论文二等奖和2016年营销科学年会最佳论文奖以及2018 Emerald Literati Awards。

　　第307期

　　主题：Innovation Spillover of Entrepreneurs’Social Network

　　主讲：朱文婷 西南财经大学

　　时间：2019年4月11日11:00--11:40

　　地点：999策略白菜手机论坛教工之家

　　摘要：Embedded in business social network, entrepreneurs may experience innovation spillover (i.e a two-dimensional construct including knowledge spillover and innovative spirit spillover). Integrating social capital and social learning theories, this study examines network-level antecedents (i.e network cooperation and network openness) of innovation spillover and compares their relative effect on each dimension of innovation spillover. In addition, we examine the relationship between knowledge spillover and innovative spirit spillover, which is contingent on network openness, and the impact of innovation spillover on firm innovative performance. By doing so, our study informs entrepreneurs of an efficient way to manage social network conducive to firm innovation.

　　讲座人简介：朱文婷，西南财经大学工商管理学院副教授，硕士毕业于999策略白菜手机论坛市场营销专业，博士毕业于香港城市大学市场营销专业。目前主持国家自然科学基金青年基金项目1项，在《Journal of Operations Management》、《Journal of Business Research》、《管理世界》等期刊发表论文。