讲座题目 | Influencer Marketing in Livestream Commerce: Contract Design and the Dynamics of Brand Growth | ||
主讲人 （单位） | Ruhai Wu（吴如海） McMaster University | 主持人 （单位） | 高星（国产探花 ） |
讲座时间 | 2026年4月30日 （周四）10:00 | 讲座地点 | 经管楼B201 |
主讲人简介 |
Ruhai Wu（吴如海）教授本科与硕士就读于清华大学金融专业，博士毕业于德州大学(University of Texas at Austin) 经济学专业。目前是加拿大麦克马斯特大学德格罗特商学院市场营销系的终身教授。吴教授在管理领域顶级期刊(如Journal of Marketing, Journal of Retailing, Decision Support Systems等)发表过多篇论文。吴教授曾担任Decision Support Systems的副主编，并长期担任诸多知名期刊（如Production and Operations Management, European Journal of Operation Research, Information Systems Research, Decision Support Systems, Electronic Commerce Research and Applications等）的审稿人。吴教授的研究方向集中于供应链管理、渠道管理、定价策略、广告与营销、电子商务商业模式等领域。 | ||
讲座内容摘要 | The rapid growth of livestream commerce has transformed influencer marketing into a dynamic process in which brand reputation evolves alongside repeated collaborations. In this context, firms face a fundamental challenge: how to optimally design influencer contracts when current promotional efforts both generate immediate sales and build future brand awareness. This raises two key questions: how should contracts incentivize influencer effort over time, and how does the evolution of brand reputation affect optimal collaboration strategies? We develop a dynamic game-theoretic model that captures two central features of influencer marketing: forward-looking promotional effort and endogenous brand growth driven by peer effects. Within this framework, we analyze how contract structure interacts with the evolution of brand awareness. We find that long-term contracts induce influencers to front-load effort, as early conversions enhance future demand. Although such contracts lead to apparent overpayment when brand awareness increases, they outperform dynamic contracts by strengthening intertemporal incentives. Moreover, optimal contracting differs across firms: established brands reduce commissions more aggressively to limit free riding, whereas emerging brands rely more on incentive provision. Finally, concentrating collaboration on a single large influencer dominates splitting engagement across multiple smaller influencers, even with equivalent total reach. Our findings provide a new perspective on influencer marketing by showing how contract design and brand growth are jointly determined, and by explaining why firms may rationally commit to long-term partnerships in rapidly evolving digital markets. | ||
