嘉宾简介：

2024年毕业于香港科技大学商学院，获得信息系统博士学位。研究主要关注数字平台与新兴技术如何影响用户行为并反向影响平台设计与策略。我的主要领域包括数字平台设计与策略、人机交互、以及生成式人工智能。我的研究成果目前正在Information Systems Research和MIS Quarterly等国际顶级信息系统期刊接受评审，部分成果被ICIS、SCECR、CIST等国际会议接收。

讲座简介：

Increasingly, online video platforms have user-generated live comments (LCs) that appear at the top of the video screen, scrolling from right to left during video broadcasts. We examine the phenomenon where LCs contain brand-related product information, which presents a unique opportunity for brands to reach viewers in a non-intrusive manner. Based on the processing fluency theory, we developed a research model which is then tested through three controlled lab experiments to understand how brand-related LCs influence viewers’ brand recall and choice. Experiment1 provides evidence that brand-related LCs can enhance brand recall and facilitate brand choice, with brand mentions in LCs increasing the brand choice rate by up to 2.6 times. Experiment2 examines how two key properties of LCs—spatial proximity and temporal proximity to video content—contribute to the effectiveness of brand-related LCs. Experiment3 replicates Experiment2 on users with limited LCs experience, to examine a moderator that may shape the effectiveness of the two proximities. Both experiments reveal distinctive impacts of spatial and temporal proximities on brand recall and choice, for experienced versus inexperienced users. Brand-related LCs has the potential to increase revenue for video platforms by boosting brand recall and influencing brand choice without disrupting the viewing experience.