管理学workshop：

First Law of Motion: Influencer Video Advertising on TikTok

时间：2021年3月26日（周五）上午 9：30-11：00

地点：zoom线上平台（若有意参会，请将参会请求通过电子邮件发送至: shyang2018@nsd.pku.edu.cn以获取会议链接）

主讲人：Jeremy Z Yang, Massachusetts Institute of Technology

题目：First Law of Motion: Influencer Video Advertising on TikTok

摘要：

This paper develops an algorithm to predict the effect of influencer video advertising on product sales. We propose the concept of motion-score, or m-score, a summary statistic that captures the extent to which a product is advertised in the most engaging parts of a video. We locate product placement with an object detection algorithm, and estimate pixel-level engagement as a saliency map by fine-tuning a deep 3D convo-lutional neural network on video-level engagement data. M-score is then defined as the pixel-level, engagement-weighted advertising intensity of a video. We validate the algorithm with nearly 40,000 influencer video ads on TikTok, the largest short video platform in the world. We leverage variation in video posting time to identify the causal effect of video ads on product sales. Videos of higher m-score indeed lift more sales. This effect is sizable, robust, and more pronounced among impulsive and lower-price products. We trace the mechanism to influencers’ incentives to promote themselves rather than the product. We discuss how various stakeholders in entertainment commerce can use m-score in a scalable way to optimize content, align incentives, and improve efficiency.

主讲人简介：

Jeremy Yang is a PhD candidate at MIT Sloan School of Management. His research focuses on optimizing managerial decisions such as advertising, pricing, and targeting by developing algorithmic products that turn unstructured data into actionable insights.

Website: https://jeremyzyang.github.io