讲座：The Impact of Blocking Shopping Link in Sponsored Content on Social Media Platforms: Evidence from a Natural Experiment 发布时间：2023-05-11
题 目：The Impact of Blocking Shopping Link in Sponsored Content on Social Media Platforms: Evidence from a Natural Experiment
嘉 宾：孙琦 教授 上海财经大学商学院
主持人：张铄 助理教授 上海交通大学安泰经济与管理学院
时 间：2023年5月18日（周四） 10:00-11:30
地 点：上海交通大学 徐汇校区 安泰经济与管理学院B207
Influencers on social media platforms post sponsored content to capitalize their influences on audiences. Those sponsored content usually contains (third-party) shopping links on advertised products. Industry reports argue that such shopping links failed to attain high conversion rates and create little value for both influencers and the platform. We take advantage of an exogenous event — the blocking of all shopping links on sponsored content by a leading social media platform in China in August 2021 — to causally identify such effects on influencers and consumers. Using a difference-in-differences approach, we compare the changes in influencer and consumer behaviors before and after the event across organic and sponsored posts on the platform. We find that after the blocking, influencers wrote longer sponsored posts and wrote sponsored posts in a style with more commercial elements. Consequently, consumers engagement to sponsored content decreased after the blocking. Such negative effect on consumer engagement is stronger among influencers with larger audiences. Our study is among the first to provide empirical analysis of the impacts of (third-party) shopping link on social media platforms.
孙琦，上海财经大学商学院市场营销系教授。研究方向为企业营销战略与消费者决策的量化研究。研究成果发表在Management Science, Journal of Marketing, Journal of Marketing Research, 《南开管理评论》《管理工程学报》等国内外学术期刊上。主持国家自然科学基金、教育部人文社科研究项目、上海市曙光计划等科研项目。