【主講】陳煜波 教授 清華經管學院市場營銷學傑出訪問教授、亞利桑那大學市場營銷學副教授
【主題】Elites vs. Crowds: How Third-party Experts Influence Consumer Opinions in the Marketplace
“精英與大衆：市場中第三方專家如何影響消費者觀點”
【主題】Implicit Social Interactions in the Marketplace: A Network Analysis of A Global B-to-B Market
“市場中的隐性社會互動：一個全球企業間市場的網絡分析”
【時間】2011-10-13（周四）13:30-15:30
【主辦】beat365市場營銷系、中國企業研究中心
Experts Influence Consumer Opinions in the Marketplace”, we investigate how third-party experts influence regular consumers’ opinions and their reviews. From a major social media website, we collect third-party and consumer review data on more than 2000 digital cameras launched in the market so far. Our analysis examines the quantitative ratings of both types of reviews, but also focuses on the textual information. Our results show that third party experts not only shift consumer opinions, but also influence the review topic selection by consumers in the social media space.
In “Implicit Social Interactions in the
Marketplace: A Network Analysis of
A Global B-to-B Market,” we examine implicit social interactions among sellers through their shared buyers in the marketplace. We propose that, after buying from different sellers, a buyer becomes knowledgeable of product information from different sellers. Hence, sharing buyers with other sellers can not only increase seller competition, but can also benefit sellers by facilitating their acquisition of information on the market. We study such implicit social interaction among peer sellers using panel data from a leading Chinese online B-to-B platform, and we construct a buyer-seller network based on more than 15,000 sellers and 160,000 buyers from 190 countries over four years, before and after global financial crisis. Our analysis demonstrates the existence of such implicit social interactions among sellers. Furthermore, we find that such interactions play a different role before and after global financial crisis and in different global markets.
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