时 间：3月2日上午10:00-11:00

地 点：九里校区零号教学楼0411室

主 题：Assessing the Lead-Lag Effect of Pre-released Word-of-Mouth on Puffery Advertising: Evidence from the Motion Picture Industry

内 容：In a cross-market situation, we revealed that when and how the pre-released WOM (PWOM) of a product in a lead market works as a prerequisite of puffery advertising (PA) in a lag market through two studies using real datasets from the global movie industry. The PWOM-PA match effect has a higher significant influence on initial sales when PWOM valence is derived from the rating and when PWOM valence originates from a higher culturally similar lead market. However, the PWOM-PA match effect has a less significant impact on initial sales when PWOM valence is derived from the text and originates from a lower culturally similar lead market.

主讲人简介：阎俊，华中科技大学管理学院教授，主持3项国家自然科学基金面上项目。研究兴趣包括在线评论、社交媒体沟通、信息流广告、服务质量与服务补救、营销伦理、可持续消费。研究成果发表在Journal of International Business Studies，Journal of the Academy of Marketing Science、Journal of Consumer Behavior，Computers in Human Behavior等知名商业期刊上。

主办：437必赢会员中心 数字化营销与消费者行为科研团队

承办：服务科学与创新四川省重点实验室

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