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康涅狄格大学商学院Jing Peng:Participation vs. Effectiveness of Paid Endorsers in Social Advertising Campaigns: A Field Experiment
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发布日期:2017-06-23 点击数:

喻园管理论坛2017年第53期(总第309期)

演讲主题:Participation vs. Effectiveness of Paid Endorsers in Social Advertising Campaigns: A Field Experiment

主 讲 人:Jing Peng博士 康涅狄格大学商学院

主 持 人:李建斌 教授

活动时间:2017年7月6日(周四)9:30-10:30

活动地点:管理学院215教室

主讲人简介:Jing Peng博士现任康涅狄格大学商学院运作与信息管理系助理教授,在宾夕法尼亚大学Wharton商学院取得运作管理博士学位,在中国科学院大学取得计算机应用技术硕士学位。研究方向包括社交媒体营销、社会影响、产品推荐等。研究方法涵盖实证研究、统计方法论研究与数据挖掘。目前,Jing Peng博士已有Management ScienceJournal of Marketing Research在投论文各1篇(均处于第三轮审稿状态),曾获INFORMS Social Media Analytics学生论文竞赛亚军。

活动简介: We investigate the participation and effectiveness of paid endorsers in viral-for-hire social advertising. We conduct a field experiment with an invitation design in which we manipulate both incentives and a soft eligibility requirement to participate in campaigns. The latter provides a strong and valid instrument to separate participation from outcomes effects. Since likes, comments, and retweets are count variables, and since potential endorsers can self-select to participate in multiple campaigns, we propose a Poisson lognormal model with sample selection and correlated random effects to analyze variations in participation and effectiveness. There are three main findings. (1) The per follower pay rate has no effect on either the participation or effectiveness of paid endorsers. (2) Potential endorsers who are more likely to participate tend to be less effective. (3) Which endorser characteristics are associated with effectiveness depends on whether success is measured in likes, comments, or retweets. These findings provide new insights on how marketers can improve social advertising campaigns by better targeting and incenting potential endorsers.

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