| 12:15 – 12:30 |
Registration |
| 12:30 – 12:35 |
Welcome Remarks
Ir Prof. T.C. Edwin CHENG
Dean, Faculty of Business
Fung Yiu King – Wing Hang Bank Professor in Business Administration
Chair Professor of Management
|
| 12:35 – 13:05 |
Lunch |
| 13:05 – 13:40 |
Influencer Marketing: Unlocking Strategies for Campaign Success
Prof. Fine LEUNG
Associate Professor, Department of Management and Marketing
|
| 13:40 – 13:55 |
Q&A Session
Prof. Mike LAI
Associate Dean (Academic Support), Faculty of Business
Interim Head, Department of Logistics and Maritime Studies
Chair Professor of Shipping and Logistics
|
| 13:55 – 14:00 |
Photo-taking |
| 14:00 |
End of Luncheon |
About the Talk
Influencer marketing has become an integral component of modern marketing strategy, transforming how companies connect with and persuade their audiences. In today’s social media-driven world, influencers play a pivotal role in building trust, driving engagement, and shaping purchasing decisions, making them essential partners in achieving strategic marketing objectives. Yet companies continue to face a key challenge: how to design and manage influencer marketing campaigns that maximise performance and return on investment.
This presentation highlights findings from the latest research, offering actionable insights for developing high-impact influencer marketing strategies. It provides practical guidance on selecting the right influencers, targeting key audience segments, and managing influencer content to maximise campaign effectiveness. These findings equip companies with evidence-based tools to optimise their influencer marketing efforts, drive measurable results, and strengthen the strategic value of this rapidly evolving approach.
About the Speaker
Professor Fine Leung is an Associate Professor of Marketing in the Department of Management and Marketing at the PolyU Faculty of Business. She received her Bachelor of Commerce from the University of British Columbia, an MBA from Harvard Business School, and a PhD in Marketing from the University of Hong Kong. Her research focuses on marketing strategy, influencer marketing, and customer relationship management, and has been published in leading academic and practitioner journals including the Journal of Marketing, the Journal of the Academy of Marketing Science, the International Journal of Research in Marketing, and Harvard Business Review.
Professor Leung has received several notable honours, including the 2022 JAMS Sheth Foundation Best Paper Award and Top 5 Most Cited Articles in the Journal of Marketing (2022–2023). She has many years of industry experience in a leading consumer products company and a global investment bank, covering the consumer and retail sectors across Asia.
