The Role of Social Media and Social Ventures

报 告 时间 ： 2015 年 3 月 16 日 上 午 9 ： 30-11 ： 30

报 告地点： 化 纤 楼 207 会 议 室

报 告人： 美国伍斯特理工学院 Adrienne Hall-Phillips 助理 教授

报 告人介 绍 ： Adrienne Hall-Phillips is an Assistant Professor of Marketing in the Foisie School of Business at Worcester Polytechnic Institute (WPI). She received her B.S. in Chemical Engineering from North Carolina A&T State University, and her Ph.D. in Consumer Behavior from Purdue University. Her research interests focus on studying general consumer behavior, with specific interest in topics related to value, engagement, and loyalty in the areas of user experience and entrepreneurship. She also has interests in social media and networks and their influence in online environments. At WPI she teaches integrated marketing communications and consumer behavior at the undergraduate and graduate levels.

报 告主 题 ：

The Role of Social Media and Social Ventures

报 告内容：

The emergence of social media creates new opportunities for social ventures to foster improved relationships with their customers. Social ventures are organizations formed to solve social problems by creating economic value through commercial transactions in the marketplace. In the context of these social ventures my research has explored (1) the role of social identity and social media engagement, (2) the role of social cause involvement, commitment, and identification in consumer loyalty behaviors, and (3) the role of social media usage in identifying consumer segments. This research provides social ventures with practical knowledge about the strategic and tactical use of social media sites as a vehicle for enhancing emotional and behavioral bonds with consumers.