题目：Social Media and Flash Sales: An Empirical analysis

主讲人：Sridhar (Sri) Narasimhan 教授（Georgia Institute of Technology）

时间：2016年6月20日下午19：00-20:30

地点：主楼418

主讲人介绍：

    Sridhar (Sri) Narasimhan is Professor of IT Management and Co-Director of the Business Analytics Center (BAC) at the Scheller College of Business, Georgia Institute of Technology, Atlanta, GA, USA. The BAC has an Executive Council whose members are Anthem, AT&T, Coca-Cola, Deloitte, Equifax, and North Highland. The BAC Activities include an annual Business Analytics Forum, Analytics Think Tank Roundtables, Analytics Day of Learning, Master Modeler Competitions, and the Analytics Buzz Podcast. The BAC also supports the MBA, BSBA, and MS-Analytics programs. Professor Narasimhan is the founder and first Area Coordinator of the nationally ranked Information Technology Management area. He was Senior Associate Dean from 2007 through 2015. In fall 2010 he was the Acting Dean and led the College in its successful AACSB Maintenance of Accreditation effort. He chaired the College’s Reappointment, Promotion, and Tenure Committee from 2003-2007. Professor Narasimhan was Co-PI (with Sandy Slaughter) on a grant of over $650,000 in funding (2010-14) to study the FACE project (US Navy). Together with Professor Saby Mitra, he developed the IT Management Partnership program. He has led various task forces that have revamped all the degree programs in the Scheller College of Business. He has developed and has taught the MBA IT Practicum course since 2003 and worked with executives to offer projects from organizations that include: AT&T, Bank of America, Cisco, Coca-Cola, Coca-Cola Enterprises, Cox Automotive, Dell SecureWorks, HD Supply, InterContinental Hotels, Iron Planet, Microsoft NCR, Nike, Southern Company, etc. He serves on several editorial boards.

内容介绍：

    The emergence of the Maker Movement has democratized the production of goods and increased consumer demand for designer goods, leading to the founding of e-commerce markets such as Etsy, Fab, and Gilt. Designers with little brand recognition have to overcome high buyer search costs in order to succeed in these markets. We study two mechanisms that designers use to promote their products – flash sales and social media – by collecting data for 24,446 products sold during June to July 2013 in a popular US based e-commerce platform specializing in selling products made by local designers. We find that flash sale promotions increase average daily sales of the merchant’s primary website by up to 0.8 units in the first week after launch of flash sale. Using two different identification techniques, we find that each social media channel – Facebook Likes, Pinterest Pins and Faves – has a positive but different magnitude of impact on sales, with product type and price promotions moderating this impact.

（承办：管理工程系，科研与学术交流中心）