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講座時間

2023年4月13日（周四）9:00

講座方式

Zoom：967 0366 8358

密碼：068984

01主講人介紹

胡國希（Freeman Wu）是范德堡大學(xué)歐文管理學(xué)院市場營銷系助理教授。他于2011年在不列顛哥倫比亞大學(xué)獲得心理學(xué)學(xué)士學(xué)位，并分別于2014年和2018年在亞利桑那州立大學(xué)獲得市場營銷碩士和市場營銷博士學(xué)位。

他的研究分為兩個主要方向：（1）美學(xué)和設(shè)計在影響消費者決策中的作用，（2）社交媒體背后的心理學(xué)。他的研究曾發(fā)表在

Freeman Wu joined Vanderbilt University, Owen Graduate School of Management in 2018 after completing his PhD in Marketing at Arizona State University, M.S. in Marketing at Arizona State University, 2014, and B.Sc. in Psychology at University of British Columbia, 2011. His research falls into two major streams. In one stream, he examines the role of aesthetics and design in shaping consumer decision making. In a second stream, he explores the psychology of social media usage. Freeman\'s work has appeared in the Journal of Consumer Research, Journal of the Academy of Marketing Science, Psychology & Marketing, and Appetite. Freeman teaches Retailing at the graduate level and Principles of Marketing at the undergraduate level.

講座內(nèi)容

社交媒體上的影響者營銷（influencer marketing）近年來廣受企業(yè)重視。隨著社交媒體逐漸成為一個不可或缺的營銷工具，人們也越來越重視其對心理健康的不利影響。社交媒體公司紛紛制定了各種對策以打擊其平臺上的有害言論，例如讓用戶對評論區(qū)有更多的控制權(quán)，因為評論區(qū)嘗嘗是用戶界面上網(wǎng)絡(luò)暴力的多發(fā)區(qū)域。從理論上講，允許用戶禁評應(yīng)該可以減少網(wǎng)絡(luò)欺凌并改善心理健康，尤其是對于擁有公共賬戶的公共影響者。然而，本研究卻發(fā)現(xiàn)了影響者禁用評論使其面臨嚴(yán)重的社會和職業(yè)影響。基于對一個推特數(shù)據(jù)和五個實驗數(shù)據(jù)的分析，本文發(fā)現(xiàn)：消費者對禁用評論的影響者形成了更多的負(fù)面印象，并對影響者的推薦表現(xiàn)出較低的信任，此效應(yīng)的驅(qū)動力是消費者對于影響者感知真實性（authenticity perception）的降低。此外，這些負(fù)面判斷在那些對準(zhǔn)社會互動（Parasocial interactions）高敏感的人群中得到加強，而當(dāng)消費者意識到使用社交媒體的心理健康影響時，這些負(fù)面判斷就會減弱。總之，盡管禁用評論可以改善社交媒體用戶，尤其是像影響者這樣的公眾人物，的網(wǎng)絡(luò)環(huán)境和心理健康狀態(tài)，但這樣做有可能會受到來自消費者的懲罰。

Firms invest heavily in influencer marketing on social media. While social media has become an indispensable marketing tool, there is burgeoning awareness of its downsides for mental health. In response, social media companies have devised various countermeasures to combat the toxicity on their platforms, including giving users more control over the comments section, a critical area of the user interface where cyberbullying often occurs. In theory, allowing users to disable comments should reduce cyberbullying and promote mental health, especially for individuals with public accounts like influencers. However, we find that influencers face significant social and professional repercussions for doing so. Specifically, a Twitter dataset and five experiments reveal that consumers form more negative impressions of influencers who disable their comments and express lower trust in their recommendations, an effect driven by lower authenticity perceptions. Further, consistent with a conceptualization grounded in authenticity, these negative judgments are strengthened among individuals who are more susceptible to parasocial interactions with media figures and attenuated when the mental health implications of social media usage become salient. Despite recognizing that social media users, especially public figures like influencers, can improve their mental health by disabling their comments, consumers nonetheless penalize these individuals for doing so.