讲座时间

2023年4月13日（周四）9:00

讲座方式

Zoom：967 0366 8358

密码：068984

01主讲人介绍

胡国希（Freeman Wu）是范德堡大学欧文管理学院市场营销系助理教授。他于2011年在不列颠哥伦比亚大学获得心理学学士学位，并分别于2014年和2018年在亚利桑那州立大学获得市场营销硕士和市场营销博士学位。

他的研究分为两个主要方向：（1）美学和设计在影响消费者决策中的作用，（2）社交媒体背后的心理学。他的研究曾发表在

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.

讲座内容

社交媒体上的影响者营销（influencer marketing）近年来广受企业重视。随着社交媒体逐渐成为一个不可或缺的营销工具，人们也越来越重视其对心理健康的不利影响。社交媒体公司纷纷制定了各种对策以打击其平台上的有害言论，例如让用户对评论区有更多的控制权，因为评论区尝尝是用户界面上网络暴力的多发区域。从理论上讲，允许用户禁评应该可以减少网络欺凌并改善心理健康，尤其是对于拥有公共账户的公共影响者。然而，本研究却发现了影响者禁用评论使其面临严重的社会和职业影响。基于对一个推特数据和五个实验数据的分析，本文发现：消费者对禁用评论的影响者形成了更多的负面印象，并对影响者的推荐表现出较低的信任，此效应的驱动力是消费者对于影响者感知真实性（authenticity perception）的降低。此外，这些负面判断在那些对准社会互动（Parasocial interactions）高敏感的人群中得到加强，而当消费者意识到使用社交媒体的心理健康影响时，这些负面判断就会减弱。总之，尽管禁用评论可以改善社交媒体用户，尤其是像影响者这样的公众人物，的网络环境和心理健康状态，但这样做有可能会受到来自消费者的惩罚。

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.