讲座题目：Persuasive Conflicts of Interest: Influencing Social Media Influencer with Influencer Brand

主 讲 人：美国伊利诺伊大学香槟分校 刘云川 副教授

讲座时间：2023年12月28日（周四）10:00

讲座地点：中南大学商学院江湾楼 101方正汇爱厅

主办单位：中南大学商学院

主 持 人：中南大学商学院 周艳菊 教授

摘      要：We study a challenging problem for a firm to influence social media influencers where conflicts of interest exist between the firm and an influencer with the influencer's own brand, when the influencer persuades the influencer's followers to purchase either the firm's brand or the influencer's own brand. We further study the influencer's conflicts of interest with the firm when the firm chooses to affiliate with the influencer either fully or partially. We design a Bayesian Persuasion model to capture the persuasive conflicts of interest between the firm and the influencer, and allow the influencer to design an information structure by designing a test to transfer the match information about the firm's product and the influencer's product to the influencer's followers. We show that a firm may have more incentive to affiliate an influencer with her own brand than without, even with both the direct and indirect persuasive conflicts of interest between the influencer and the firm, and an influencer with her own brand can become more persuasive for the followers.

主讲人简介:

刘云川，美国伊利诺伊大学香槟分校（UIUC）副教授，中国项目主任，毕业于美国哥伦比亚大学，获市场营销学博士学位。零售业、流通渠道、产品策略和定价策略方面专家。在 Management Science 和 Marketing Science 等顶尖期刊上发表多篇文章。任Service Science、Decision Sciences副主编，屡获 Marketing Science 和 Management Science 杰出评审奖。任华人学者营销协会(AMA中文版)联合创始人、2020年夏季AMA会议分销渠道领域主席。