题目： Social Media Engagement and Performance of E-Tailers: A Quasi-Experimental Analysis

　　主讲人：任菲副教授

　　时   间：2018.05.24（周四）上午10点

　　地   点：主楼317

　　主讲人简介：

　　任菲，现任北京大学光华12BET管理科学与信息系统系副教授，首批“光华研究学者”获得者。她于美国加州大学尔湾分校获得管理学（信息系统方向）博士学位。之前毕业于北京大学，获计算机软件学士及金融学硕士学位。任菲的研究兴趣围绕信息技术对个人、企业、及社会产生的影响与作用机制。具体包括信息系统投资绩效及商业价值、社会化媒体的效果与机制、用户在线行为。她的研究得到国家自然科学基金、教育部及光华12BET的支持，多个成果发表在国际顶级学术期刊上，如Information Systems Research和Journal of Management Information Systems，并获得北京大学第十三届人文社会科学研究优秀成果一等奖。任菲为本科生、MBA及博士生开设多门中英文课程，包括电子商务、商业模拟与领导力反思、社交媒体与数字化竞争、信息系统研究方法。曾获得教育部来华留学英语授课品牌课程、北京大学北京银行奖教金及教学奖励津贴、光华12BET课程奖励。她参与联合主编的《决策模拟》被评为北京高等教育精品教材。

　　内容简介：

　　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.

（承办：管理与经济学院、科研与学术交流中心）