题 目：Content Creation Strategy Under Peer Influence on Social Media Platforms
时 间：2025年10月23日（星期四），上午10:00-11:30
地 点：后主楼1722会议室
主讲人：孙 琦 教授（上海财经大学）
主持人：龚诗阳 教授（欧洲杯 ）
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.
演讲嘉宾简介：上海财经大学商学院教授、副院长、市场营销系系主任。入选教育部“青年长江学者”、上海市“曙光计划”和“浦江人才计划”。担任《营销科学学报》编委会副主任。主要研究领域为数字营销、平台经济、营销战略。在Management Science、Journal of Marketing Research、Journal of Marketing、《管理科学学报》、《南开管理评论》等期刊上发表多篇论文。主编系列研究丛书《新商科·商业科学与决策丛书》。主持3项国家自然科学基金项目。研究成果获得教育部第九届高等学校科学研究优秀成果奖（人文社会科学）青年成果奖、上海市第十六届哲学社会科学优秀成果奖二等奖等奖项。为本科生、硕士研究生和博士研究生讲授《市场营销学》、《营销管理》、《营销数据分析》、《定价策略》、《高级计量经济学》等多门课程。获得国家一流本科课程（排名第二）、上海市重点课程（排名第一）等教学奖项。
