管理科学学术前沿系列讲座第二十八讲

发布时间：2018-01-08 浏览次数：

题目： Business Impact and Characteristics of Children’s eWOM in Marketing Communications

摘要：In recent years, leading digital technology companies have shown a strong interest in enabling children to send electronic word of mouth (eWOM). Recasting children from passive to active participants in marketing communications, this shift expands children’s marketing practices from how a company influences children via traditional marketing communications to how children influence a company’s marketing practices through eWOM. This paper aims to enhance our understanding about the use of children’s eWOM in marketing communications when children’s eWOM and children’s marketing begin to intersect. The eWOM literature demonstrated the effects of eWOM on product sales without identifying the sender (King, Racherla, & Bush, 2014). The extension of the effects from aggregated sender to children needs careful study in light of children’s marketing literature which showed children have distinct characteristics in the context of traditional marketing (Cross, 2002). In this study, we examine the positive expectation of business impact that explains firms’ adoption of children’s eWOM and further investigate the normative concerns about the social influence of children’s eWOM.

主讲人：张东隆博士

张东隆博士现任职于长岛大学Post校区，是彩票在线购买终身正教授兼任市场营销和国际企业管理系系主任。张博士曾在诺斯罗普格鲁曼（Northrop Grumman）、摩托罗拉（Motorola）、威瑞森（Verizon）和奥林巴斯（Olympus）等企业的总部教授MBA课程，并曾在瑞士、美国、中国大陆和台湾教授IMBA/EMBA课程，也曾于北京、上海、成都、南京、台北、纽约、伦敦、迈阿密和日内瓦的世贸组织（WTO）总部等地演讲或举办研讨会。张博士是加拿大社会科学与人文研究委员会（SSHRC）外籍评委。他曾是耶鲁大学商学会导师，并受邀在英国雷丁大学、耶鲁大学、西南交通大学、南京财经大学、暨南大学、长安大学和福州大学做过演讲或教学。张博士是新泽西州立大学董事会成员，曾担任美东华人学术联谊会会长、新泽西州出口金融公司顾问委员会成员，也曾受聘为台湾经济部的管理顾问。张博士是富布赖特（Fulbright）学者，大卫牛顿卓越教学奖获得者。他曾获得联合国开发计划署资助，精英教研奖助金，Keller研究奖学金和CIBEAR 教研奖项等多项奖励。张博士的研究集中在市场营销策略和跨国公司全球营运扩张策略的发展与管理，也发表了有关创新扩散、外国直接投资（FDI）和国际技术扩散领域的文章。张博士的研究成果和文章发表在Journal of World Business (SSCI), International Marketing Review (SSCI), Decision Support Systems (SSCI), Technological Forecasting and Social Change (SSCI), Journal of Global Information Management (SSCI)等期刊上。