讲座时间：2025年12月15日，10:00-11:00

讲座地点：同济大厦A楼402教室

讲座摘要：

Paralleling the rapid development of social media, recent years have witnessed the widespread prevalence of social media influencers (SMIs), who exert significant influence on audiences’ attitude and behavior through generating content on social media platforms based on their expertise and interests. To incentivize audience engagement and maximize social media influence, it is critically important to model and optimize content strategies employed by SMIs based on their dynamic interactions with audiences. On the one hand, SMIs generate content aiming to interact with and exert influence on audiences. How to model the inter-temporal dynamics between content variation and its influence on audiences and examine SMIs’ optimal content variation strategies, is little studied in the current literature. On the other hand, the real-time interactions between SMIs and audiences enabled by live streaming services imply that SMIs’ content could be delivered to audiences in real time and influence audience engagement with the content. How to quantify and model the dynamic effects of regulating content on audience engagement is an interesting yet under-explored problem. To bridge up these gaps, this research investigates SMIs’ optimal content variation strategies to maximize their influence on audiences and the dynamic effects of SMIs’ content regulation on audience engagement. Leveraging machine learning techniques, empirical modelling, and operations optimization, the results uncover the impacts of content strategies and optimal content decision making. The findings augment the existing literature on modeling and optimizing content strategies for social media, and provide SMIs with important practical implications for content generation and profitability.

演讲人简介：

陈星宇，深圳大学管理学院副院长，特聘教授，博士生导师，新加坡南洋理工大学博士，美国密歇根大学安娜堡分校访问学者，入选教育部长江青年学者奖励计划，深圳市海外高层次“孔雀计划”人才，深圳大学荔园优青。研究领域为社交媒体营销模型、大数据营销等。主持国家自然科学基金项目3项。研究成果发表在Marketing Science, Journal of Marketing Research, Production and Operations Management, Journal of the Academy of Marketing Science, Journal of the Association for Information Systems, International Journal of Research in Marketing, New Media & Society, Decision Support Systems, Information & Management等国际顶级期刊上，并有3篇英文案例入选毅伟（Ivey）国际商学院案例库，5篇中文案例获评全国百篇优秀管理案例。荣获CMIC最佳论文奖、深圳市哲学社会科学优秀成果奖、腾讯教学奖、全英教学奖（一等奖）等多项科研和教学奖励。目前担任知名国际期刊Industrial Management & Data Systems副主编和Journal of Business Research 编委，同时负责多家企业的管理与咨询工作。