題  目：Content Creation Strategy Under Peer Influence on Social Media Platforms

時(shí)  間：2025年10月23日（星期四），上午10:00-11:30

地  點(diǎn)：后主樓1722會(huì)議室

主講人：孫  琦 教授（上海財(cái)經(jīng)大學(xué)）

主持人：龔詩陽 教授（北京師范大學(xué)）

摘要：Understanding peer effects in influencer marketing is crucial due to the transformative impact of social media platforms and the rapid expansion of influencer marketing. Influencers often rely on peers’ strategies to navigate challenges in content creation and market engagement. This study examines peer effects on influencers’ sponsored content strategies by addressing three questions: influencers’ responses to peers, mechanisms driving these effects, and implications for social media platforms. Using a linear-in-means model and data from a leading Chinese social media platform, the research addresses influencer selection by sponsoring brands, endogenous peer group formation, correlated unobservables, and simultaneity in decision-making. Findings reveal significant peer effects on the quantity, but not the quality, of sponsored content. These effects are driven by social learning motives, where followers emulate leading influencers, and competition motives among followers within peer groups. No evidence suggests competition or defensive strategies among leading influencers. Peer effects increase influencers’ spending on in-feed advertising services, boosting platform revenues without affecting sponsored content pricing. This may reduce influencers’ profitability, as rising costs are not offset by higher prices. The findings underscore the need for balanced strategies prioritizing both platform growth and influencer sustainability, offering insights into managing content volume, quality, and financial outcomes.

演講嘉賓簡(jiǎn)介：上海財(cái)經(jīng)大學(xué)商學(xué)院教授、副院長(zhǎng)、市場(chǎng)營(yíng)銷系系主任。入選教育部“青年長(zhǎng)江學(xué)者”、上海市“曙光計(jì)劃”和“浦江人才計(jì)劃”。擔(dān)任《營(yíng)銷科學(xué)學(xué)報(bào)》編委會(huì)副主任。主要研究領(lǐng)域?yàn)閿?shù)字營(yíng)銷、平臺(tái)經(jīng)濟(jì)、營(yíng)銷戰(zhàn)略。在Management Science、Journal of Marketing Research、Journal of Marketing、《管理科學(xué)學(xué)報(bào)》、《南開管理評(píng)論》等期刊上發(fā)表多篇論文。主編系列研究叢書《新商科·商業(yè)科學(xué)與決策叢書》。主持3項(xiàng)國(guó)家自然科學(xué)基金項(xiàng)目。研究成果獲得教育部第九屆高等學(xué)校科學(xué)研究?jī)?yōu)秀成果獎(jiǎng)（人文社會(huì)科學(xué)）青年成果獎(jiǎng)、上海市第十六屆哲學(xué)社會(huì)科學(xué)優(yōu)秀成果獎(jiǎng)二等獎(jiǎng)等獎(jiǎng)項(xiàng)。為本科生、碩士研究生和博士研究生講授《市場(chǎng)營(yíng)銷學(xué)》、《營(yíng)銷管理》、《營(yíng)銷數(shù)據(jù)分析》、《定價(jià)策略》、《高級(jí)計(jì)量經(jīng)濟(jì)學(xué)》等多門課程。獲得國(guó)家一流本科課程（排名第二）、上海市重點(diǎn)課程（排名第一）等教學(xué)獎(jiǎng)項(xiàng)。