讲座时间：2023年7月5日9：30-11：00

讲座地点：南开大学商学院A501-2

主持人：南开大学商学院市场营销系杜建刚教授

主讲嘉宾及讲座内容介绍：

主讲嘉宾简介：

Yi Liu is an Assistant Professor of Marketing at the Wisconsin School of Business, UW-Madison. His major research interests lie in building theoretical models about technology (e.g., artificial intelligence) and online platforms to study their impact on customers and firms. His recent research has been published in top journals including Marketing Science and Management Science. He has also developed and taught a new course, Technology Product Marketing, for undergraduate and MBA students at UW-Madison. He received his Ph.D. in Marketing from the Wharton School, University of Pennsylvania. He also holds a bachelor’s degree in information systems from the School of Economics and Management, Tsinghua University.

讲座内容简介：

Title: Asymmetric Impact of AI Matching on Influencer Marketing: Implications for Platform Revenue

This paper explores the impact of using artificial intelligence (AI) to connect marketers with social media influencers. We develop a theoretical model to examine how AI accuracy affects the competition between influencers and the profitability of a social media platform. We find that improving AI accuracy may not always benefit the platform. Two opposing effects of AI improvement affect the prices of influencer marketing campaigns: AI enhances the matching between influencers and marketers, but also intensifies competition between different types of influencers. The overall effect on prices can be negative for some influencers due to the asymmetric nature of such matching technology: the matching outcome for influencers with a narrower audience (“niche” influencers) is more sensitive to AI accuracy than that for those with a broader audience (“general” influencers). As a result, more niche influencers begin to participate in marketing campaigns when AI accuracy improves, reducing the prices offered by sufficiently general influencers and causing a decline in platform revenue. Additionally, adjusting commission rates in response to AI improvements could help the platform mitigate the negative impact, although it may not eliminate it entirely. Our findings offer valuable insights for social media platforms engaging in influencer marketing.