深大营销学术前沿(第45期):营销学术讲座暨交流会

来源: 发布时间:2018-06-04 11:12:36 浏览量:
“深大营销学术前沿”是我校市场营销系打造的品牌学术活动,将邀请国内外营销学者主讲,旨在分享前沿的学术思想、成果及方法。
 
题目Extracting and Utilizing In-Consumption Moment-to-Moment Dynamics: The Case of Movie Appreciation and Live Comments
主讲人:王文博博士(香港科技大学市场营销系助理教授)
时间:2018年6月8日 周五下午2:30-4:30
地点:文科楼2423资料室
 
讲座内容:
Consumption of entertainment products, such as movies, video games, and sports events, takes place over a nontrivial time period. During these experiences, consumers are likely to encounter temporal variations in the content of consumption, to which they may react in real time. Compared with existing in-consumption analysis (e.g., eye tracking, neural activity analysis), listening to in-consumption consumers’ voices on social media has great potential. Our paper proposes a new approach for in-consumption social listening and demonstrates its value in the context of online movie watching wherein viewers can react to movie content with live comments. Specifically, we propose to listen to the live comments through a novel measure, moment-to-moment synchronicity (MTMS), to capture consumers’ in-consumption engagement. MTMS refers to the synchronicity between temporal variations in the volume of live comments and those in movie content mined from unstructured video, audio, and text data from movies (i.e., camera motion, shot length, sound loudness, pitch, and spoken lines). We demonstrate that MTMS has a significant impact on viewers’ post-consumption appreciation of movies, and it can be evaluated at finer level to identify engaging content. Finally, we discuss the relation between MTMS and existing in-consumption measures and the value of integrating supply-side content information into in-consumption analysis.
Keywords: moment-to-moment data, unstructured data, social listening, live comments, consumption experience, online movie streaming
 
主讲人简介:
Wenbo Wang (王文博) is an Assistant Professor in the Marketing Department at Hong Kong University of Science and Technology. He earned Ph.D degree at New York University Stern Business School. Professor Wang’s research interests focus on social media, unstructured data, advertising, digital marketing, and sustainability. He has published his research work at top academic journals such as Marketing Science, Journal of Marketing Research and Journal of Consumer Research. Professor Wang won the Early Career Award from the Hong Kong Government Research Grant Council. He teaches digital marketing and marketing management courses for EMBA, MSc, and undergraduates. He won Franklin Prize for Teaching Excellence.
 
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