題目： Social Media Engagement and Performance of E-Tailers: A Quasi-Experimental Analysis
主講人：任菲副教授
時(shí) 間：2018.05.24（周四）上午10點(diǎn)
地 點(diǎn)：主樓317
主講人簡(jiǎn)介：
任菲，現(xiàn)任北京大學(xué)光華偉德國際1946bv官網(wǎng)管理科學(xué)與信息系統(tǒng)系副教授，首批“光華研究學(xué)者”獲得者。她于美國加州大學(xué)爾灣分校獲得管理學(xué)（信息系統(tǒng)方向）博士學(xué)位。之前畢業(yè)于北京大學(xué)，獲計(jì)算機(jī)軟件學(xué)士及金融學(xué)碩士學(xué)位。任菲的研究興趣圍繞信息技術(shù)對(duì)個(gè)人、企業(yè)、及社會(huì)產(chǎn)生的影響與作用機(jī)制。具體包括信息系統(tǒng)投資績(jī)效及商業(yè)價(jià)值、社會(huì)化媒體的效果與機(jī)制、用戶在線行為。她的研究得到國家自然科學(xué)基金、教育部及光華偉德國際1946bv官網(wǎng)的支持，多個(gè)成果發(fā)表在國際頂級(jí)學(xué)術(shù)期刊上，如Information Systems Research和Journal of Management Information Systems，并獲得北京大學(xué)第十三屆人文社會(huì)科學(xué)研究?jī)?yōu)秀成果一等獎(jiǎng)。任菲為本科生、MBA及博士生開設(shè)多門中英文課程，包括電子商務(wù)、商業(yè)模擬與領(lǐng)導(dǎo)力反思、社交媒體與數(shù)字化競(jìng)爭(zhēng)、信息系統(tǒng)研究方法。曾獲得教育部來華留學(xué)英語授課品牌課程、北京大學(xué)北京銀行獎(jiǎng)教金及教學(xué)獎(jiǎng)勵(lì)津貼、光華偉德國際1946bv官網(wǎng)課程獎(jiǎng)勵(lì)。她參與聯(lián)合主編的《決策模擬》被評(píng)為北京高等教育精品教材。
內(nèi)容簡(jiǎn)介：
While prior literature mainly focuses on the effect of social media marketing on individual consumer behavior, we study the economic value of firm social media marketing at the firm level. Specifically, we quantify the sales effect of firm social media marketing from an integrated social commerce platform, and examine how such effect varies with firm characteristics. By a quasi-experimental design and using Propensity Score Matching (PSM) and Difference-in-Differences (DID) methods, we find that firm social media marketing significantly promotes sales at the firm level. Specifically, firms selling low-involvement products benefit more (with a sales elasticity of 27.89%) from social media marketing efforts, compared to those selling high-involvement products (a sales elasticity of 19.84%). Meanwhile, the sales effect of firm social media marketing increases over time. We also find that firm social media marketing with more followers and more blogpostings enhances firm sales more. Our results hold for various robustness checks, and we apply control function model to remove potential hidden bias in the matching process. Overall, our findings suggest that social media marketing plays an important role in firm marketing activities, and firms need suitable strategy to gain from their social media marketing efforts.
（承辦：管理與經(jīng)濟(jì)學(xué)院、科研與學(xué)術(shù)交流中心）
