2025年第78期(总第1119期)

演讲主题：An Era of Hyper-Personalization and Platform Convergence: Intelligent Recommender Systems and consumer engagement

主讲人：Shaphali Gupta  Professor of Marketing, Indian Institute of Management, Kozhikode, India

主持人：阎俊  市场营销系教授

活动时间：2025年11月05日（周三）14:30-16:00

活动地址: 管院大楼125教室

主讲人简介：

Shaphali Gupta is a Professor of Marketing at the Indian Institute of Management, Kozhikode, India. Her research interests are in the domain of marketing strategy, innovation for the greater good, customer relationship management, new-age immersive technologies, customer centricity, customer/stakeholder engagement, and sustainability. She has published her work in the JIBS, JAMS, IJRM, JR,JA, IMM, P&M,JBR, etc. She serves as a senior associate editor at Marketing Strategy Journal, associate editor at the EJM, JBR, etc.

活动简介：

This study introduces the Intelligent Recommender System, a hyper-personalized AI framework that operates in the background to tailor content dynamically. Grounded in Expectation-Disconfirmation and Personalized Influence theories, we built up a model to dynamically profile users by integrating internal and external signals to optimize content delivery. Using a triangulated methodology, the results reveal that content preferences evolve with users emotional states and social media exposure. Four experiments validate that hyper-personalized recommendations significantly boost time spent, platform affinity, and engagement.