A.Prof. Shi Nan: Beyond Word of Mouth-Impact Factors in Online Social Referral Systems


Time: November 23, 2018 (Friday) 10:00 

Venue: Room 220, Building No.2, Songjiang Campus

Speaker: Shi Nan, Associate Professor of Marketing, Shanghai University of International Business and Economics

Host: Li Yuhao, Assistant Professor

Topic: Beyond Word of Mouth: Impact Factors in Online Social Referral Systems


Social network provides a platform for people to further interact with their friends by making the social connections more explicit. Increasingly, companies are focusing on leveraging the social network of existing customers for advertising, and many choose to use monetary incentives to increase their customer base. However, money does not always talk, since the effect of monetary incentives can be limited. If the split of bonus in online social referral incentive systems does not take into consideration the social distance and individual rationality, participants tend to refuse to send or accept the referral, lowering the effectiveness of referral systems. Appropriate online social referral incentive systems combine the social networks of proposers’ and receivers’ as well as individual characteristics, and can be used as an effective advertising mechanism to expand potential customers.

Guest Speaker:

Shi Nan is an associate professor in the Department of Marketing, School of Management, Shanghai University of International Business and Economics. His research interests include social commerce and online marketing. In 2012, Mr. Shi received the Best Conference Paper 2nd Runner-Up from the Eighteenth Americas Conference on Information Systems (AMCIS 2012) in the United States. In recent years, he has published several research articles in the top Chinese management journals such as Journal of Management Sciences in China and Journal of Systems and Management, and in September 2017, he published the article On the Role of Fairness and Social Distance in Designing Effective Social Referral Systems in MIS Quarterly, a top international journal of Management Information Systems (UTD24) as the first and corresponding author. Mr. Shi has hosted several research projects including one of the China National Natural Science Projects.

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