经济管理学院博士生Seminar第15期

论文题目：How social media strategy on WeChat contribute to the brand visibility of micro and small firms?

时 间：2018年9月21日（周五）下午15:20-16:00

地 点：经济管理学院304室

报告人：  郝宁华 研究生 北京邮电大学

主持人：  曾雪云 教授  北京邮电大学

指导专家：吴彦濬 教授   台湾师范大学

论文摘要：Social media has changed the delivery, structure, and availability of information to reach a firms’ current and potential customers. While extant work focus on large and medium firms who use social media strategies as a complement to traditional brand strategies, more and more researchers suggest small businesses benefit more from social media. This work aims to elaborate how small businesses leverage social media to increase visibility and to evaluate the effectiveness of different social media strategies. In particular, it proposes that both informational and entertaining strategies of social media use positively influence the visibility of small businesses on social media. The suggested relationships are empirically validated based on data collected from 149 Chinese small businesses using WeChat, the most popular social media in China. This work contributes to literatures on business  visibility and social media strategies and entails practical implications for small businesses.

指导专家简介：吴彦濬教授，博士毕业于美国密歇根大学安娜堡分校（University of Michigan，Ann Arbor），在中央财经大学等多所国内大学做学术报告和兼职教授。吴教授担任International Federation of Logistics and SCM Systems资深副主席，拥有50多篇SSCI/SCI论文发表于20个国际重要期刊。亦担任三个国际期刊的副主编与五个国际期刊（SSCI）专刊主编与数十个SSCI/SCI期刊之评审专家与编辑成员。