Seminar on “Advertising Processing in Social Media: From FGC, Consumer Online Engagement to Offline Purchase”
Speaker: Prof. QI, Jiayin
Date: 6 Oct 2018 (Sat)
Time: 3:00pm – 4:00pm
With the advertising paradigm shifts from paid media (e.g., sponsored search advertising) to earned media, advertising via social media platforms has become a predominant approach that firms apply in the contemporary marketplace. Building upon the evolving advertising processing theory, we focus on understanding the impact of firm-generated content (FGC) on consumer online engagement behavior (liking, commenting, and sharing), and the mediating effect of consumer online engagement on the link between FGC on consumer offline purchase decisions. Using a unique disaggregate product-level dataset collected in the motion picture industry from a leading Chinese social media, we empirically examine these relationships. We find that the types of consumer online engagement (liking, commenting, and sharing), as well as the level of engagement, is heavily contingent upon the types of firm advertising appeals. Specifically, informative FGC helps engage consumers at the lower level (e.g., liking), whereas emotional FGC facilitates consumer engagement at the higher level (e.g., sharing). We also identify a "value inequality" issue generated from the mediation effect played by consumer online engagement to the relationship between FGC and consumer offline purchase behavior. In particular, the positive mediation effect will take place only when consumer online engagement reaches beyond "liking". Our empirical findings provide practical solutions to the FGC ads design as well as social media advertising tactics development.
About the speaker
Jiayin QI is a professor at the School of Management, Shanghai University of International Business and Economics (SUIBE). She is also the Dean of this School and the director of Key Lab “Data Science and Decision Making”, SUIBE. In 2017, SUIBE establish Institute of Artificial Intelligence and Change Manage. Professor Qi is appointed as the dean. She received the award of Leading Talents of Shanghai by Shanghai government in 2017, New Century Excellent Talents in University from the Ministry of Education of China in 2009, the Outstanding Academic Award by IFIP CONFENIS 2006, the PDMA2013's Best Paper Award, the Best Paper Runner-up of ICEC 2016, and the One Hundred Academic Leaders in informatization by China Information Industry Association (CIIA) in 2011. She was also recognized by Elsevier as one of the Highest Cited Chinese Scholars in Decision Science in 2014, 2015, 2016, and 2017. Her research interests are social network analytics, big data modeling, Artificial Intelligence and Change Management etc. In these research fields, she obtained grants from the National Natural Science Foundation of China and National Social Science Foundation of China.
(This seminar is open to public.)