报告题目：Operational Issues in Selling through Social Media Influencers
报告人： 李臻昊 博士（香港岭南大学）
时间：2026年3月30日14：30—15：30
地点：管理学院A北202
报告内容摘要：
This report summarizes three analytical studies on influencer marketing, with a particular focus on how firms use social media influencers to promote and sell products, and how influencer-related information affect operational and market outcomes. The first study examines a firm’s product introduction strategy through an influencer based on a two-period demand model considering WOM communications. The analysis focuses on the firm’s joint decisions on pricing, production, and contract design in the presence of social influence. The second study investigates false claims in influencer selling under consumer skepticism and regulatory intervention. It explores how penalties, market conditions, and commission incentives shape the influencer’s false claim decision and the strategic responses of the firm and the regulator. The third study shifts attention to information transmission in influencer-driven selling when product quality is imperfectly known. It studies how a firm’s information-sharing strategy interacts with an influencer’s verification and disclosure decisions, and how credibility and reputation concerns affect the quality of information conveyed to consumers. Taken together, these three studies develop an analytical framework for understanding influencer marketing from the perspectives of operational decision-making, information disclosure, and market regulation, and provide a systematic foundation for future research on social media-driven selling.
【李臻昊个人简介】
李臻昊博士，香港岭南大学博士后研究员，博士毕业于香港岭南大学运营管理专业，此前在重庆大学获得理学学士及经济学硕士学位。长期从事数字经济与平台运营管理相关研究，重点关注数字平台信息传播与披露、社交媒体虚假宣传与治理、消费者保护与平台监管等问题，主要采用博弈论与解析建模方法开展研究。目前已以第一作者身份在Naval Research Logistics、European Journal of Operational Research、Computers & Industrial Engineering等知名期刊发表多篇论文。现有研究成果主要涉及社交媒体影响者营销中的新产品推广、信息共享、以及虚假宣传及其治理。
欢迎有兴趣的教师，全体博士生、硕士生参加。
管理学院人才办公室
2026-3 -25
