{"id":3966,"date":"2023-08-30T09:22:14","date_gmt":"2023-08-30T07:22:14","guid":{"rendered":"https:\/\/www.uni.lu\/fdef-en\/?post_type=news&p=3966"},"modified":"2023-11-14T14:52:15","modified_gmt":"2023-11-14T13:52:15","slug":"dem-lunch-seminar-in-economics-introducing-new-products-via-social-media-influencers","status":"publish","type":"news","link":"https:\/\/www.uni.lu\/fdef-en\/news\/dem-lunch-seminar-in-economics-introducing-new-products-via-social-media-influencers\/","title":{"rendered":"DEM Lunch Seminar in Economics: Introducing New Products via Social Media Influencers"},"content":{"rendered":"\n
\n

Introducing New Products via Social Media Influencers<\/strong><\/p>\n\n\n\n

Speaker: <\/strong>Liping LIANG
Lingnan 8xav福利导航 Hong Kong, HGK<\/p>\n\n\n\n

DATE:<\/strong>\u00a0Wednesday 13 September 2023<\/p>\n\n\n\n

TIME:<\/strong>\u00a013.00 \u2013 14.00<\/p>\n\n\n\n

Language:<\/strong> English<\/p>\n\n\n\n

Location:<\/u><\/strong>
Campus Kirchberg
6, Rue Richard Coudenhove-Kalergi
L-1359 Luxembourg<\/p>\n\n\n\n

Registration:<\/strong>
– Free seminar
– Invitation link<\/a><\/p>\n\n\n\n

Contact:
<\/strong>dem@uni.lu<\/a>
Tel: +352 46 66 44 6283<\/p>\n\n\n\n

Abstract:<\/u><\/strong><\/p>\n\n\n\n

Firms are increasingly using social media influencers to generate sales and increase customer awareness of their products. We develop a two-period model to investigate a firm\u2019s strategy for introducing a product via an influencer, where there may exist uncertainty in the influencer-product match. For the promotional campaign in the first period, the influencer exerts an effort to sell the product to her followers, who may spread the product information to non-followers via word-of-mouth (WOM). In the second period, the firm sells the product to non-followers. We investigate the firm\u2019s pricing, production, and commission contract decisions, and examine how the decisions are affected by influencer-related factors. Our results indicate that firms may not be better off employing influencers with a larger follower base, and should not always offer a higher commission and a lower price to influencers with a larger follower base.<\/p>\n\n\n\n

About Liping Liang:<\/u><\/strong><\/p>\n\n\n\n

Liping Liang <\/em><\/strong>is a Professor of Operations Management at the Faculty of Business and the Director of the Hong Kong Institute of Business Studies of Lingnan 8xav福利导航, Hong Kong. She developed the Doctor of Business Administration in Global Digital Economy and Governance Program for the 8xav福利导航 and was the Director of the Program.<\/em><\/p>\n\n\n\n

Liping\u2019s main research interests include operations and supply chain management, incentive mechanism design, cooperative game theory, and the interface between operations and other disciplines. She has published papers in journals including Management Science, Manufacturing & Service Operations Management, Production and Operations Management, Naval Research Logistics, IIE Transactions, European Journal of Operational Research.<\/em><\/p>\n\n\n\n

Liping holds a PhD in management science and an MSc in business administration from the Sauder School of Business, the 8xav福利导航 of British Columbia, and a bachelor\u2019s degree in applied mathematics from South China 8xav福利导航 of Technology.<\/em><\/p>\n\n\n

<\/div>\n\n\n
\n
\n \n\"\"\n <\/figure><\/div>\n\n\n\n
<\/div>\n\n\n

Supported by the Luxembourg National Research Fund (FNR) 17931929<\/em><\/strong><\/p>\n<\/div>\n<\/div>\n<\/div><\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":47,"featured_media":0,"template":"","format":"standard","meta":{"featured_image_focal_point":[],"show_featured_caption":false,"ulux_newsletter_groups":"","uluxPostTitle":"","uluxPrePostTitle":"","_trash_the_other_posts":false,"_price":"","_stock":"","_tribe_ticket_header":"","_tribe_default_ticket_provider":"","_tribe_ticket_capacity":"0","_ticket_start_date":"","_ticket_end_date":"","_tribe_ticket_show_description":"","_tribe_ticket_show_not_going":false,"_tribe_ticket_use_global_stock":"","_tribe_ticket_global_stock_level":"","_global_stock_mode":"","_global_stock_cap":"","_tribe_rsvp_for_event":"","_tribe_ticket_going_count":"","_tribe_ticket_not_going_count":"","_tribe_tickets_list":"[]","_tribe_ticket_has_attendee_info_fields":false},"news-category":[],"news-topic":[],"organisation":[101],"authorship":[],"acf":[],"yoast_head":"\nDEM Lunch Seminar in Economics: Introducing New Products via Social Media Influencers - FDEF news I 8xav福利导航 of Luxembourg<\/title>\n<meta name=\"description\" content=\"Introducing New Products via Social Media Influencers Speaker: Liping LIANG Lingnan 8xav福利导航 Hong Kong, HGK DATE:\u00a0Wednesday 13 September 2023\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.uni.lu\/fdef-en\/news\/dem-lunch-seminar-in-economics-introducing-new-products-via-social-media-influencers\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"DEM Lunch Seminar in Economics: Introducing New Products via Social Media Influencers\" \/>\n<meta property=\"og:description\" content=\"Introducing New Products via Social Media Influencers Speaker: Liping LIANG Lingnan 8xav福利导航 Hong Kong, HGK DATE:\u00a0Wednesday 13 September 2023\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.uni.lu\/fdef-en\/news\/dem-lunch-seminar-in-economics-introducing-new-products-via-social-media-influencers\/\" \/>\n<meta property=\"og:site_name\" content=\"FDEF EN\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/uni.FDEF.lu\" \/>\n<meta property=\"article:modified_time\" content=\"2023-11-14T13:52:15+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.uni.lu\/wp-content\/uploads\/sites\/3\/2023\/09\/DEM-lunch-seminar.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"665\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\/\/www.uni.lu\/fdef-en\/news\/dem-lunch-seminar-in-economics-introducing-new-products-via-social-media-influencers\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.uni.lu\/fdef-en\/news\/dem-lunch-seminar-in-economics-introducing-new-products-via-social-media-influencers\/\"},\"author\":{\"name\":\"\",\"@id\":\"\"},\"headline\":\"DEM Lunch Seminar in Economics: Introducing New Products via Social Media Influencers\",\"datePublished\":\"2023-08-30T07:22:14+00:00\",\"dateModified\":\"2023-11-14T13:52:15+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.uni.lu\/fdef-en\/news\/dem-lunch-seminar-in-economics-introducing-new-products-via-social-media-influencers\/\"},\"wordCount\":352,\"publisher\":{\"@id\":\"https:\/\/www.uni.lu\/fdef-en\/#organization\"},\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.uni.lu\/fdef-en\/news\/dem-lunch-seminar-in-economics-introducing-new-products-via-social-media-influencers\/\",\"url\":\"https:\/\/www.uni.lu\/fdef-en\/news\/dem-lunch-seminar-in-economics-introducing-new-products-via-social-media-influencers\/\",\"name\":\"DEM Lunch Seminar in Economics: Introducing New Products via Social Media Influencers - FDEF news I 8xav福利导航 of Luxembourg\",\"isPartOf\":{\"@id\":\"https:\/\/www.uni.lu\/fdef-en\/#website\"},\"datePublished\":\"2023-08-30T07:22:14+00:00\",\"dateModified\":\"2023-11-14T13:52:15+00:00\",\"description\":\"Introducing New Products via Social Media Influencers Speaker: Liping LIANG Lingnan 8xav福利导航 Hong Kong, HGK DATE:\u00a0Wednesday 13 September 2023\",\"breadcrumb\":{\"@id\":\"https:\/\/www.uni.lu\/fdef-en\/news\/dem-lunch-seminar-in-economics-introducing-new-products-via-social-media-influencers\/#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.uni.lu\/fdef-en\/news\/dem-lunch-seminar-in-economics-introducing-new-products-via-social-media-influencers\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.uni.lu\/fdef-en\/news\/dem-lunch-seminar-in-economics-introducing-new-products-via-social-media-influencers\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.uni.lu\/en\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Faculty of Law, Economics and Finance\",\"item\":\"https:\/\/www.uni.lu\/fdef-en\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"News\",\"item\":\"https:\/\/www.uni.lu\/fdef-en\/news\/\"},{\"@type\":\"ListItem\",\"position\":4,\"name\":\"DEM Lunch Seminar in Economics: Introducing New Products via Social Media Influencers\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.uni.lu\/fdef-en\/#website\",\"url\":\"https:\/\/www.uni.lu\/fdef-en\/\",\"name\":\"FDEF\",\"description\":\"Faculty of Law, Economics and Finance I Uni.lu\",\"publisher\":{\"@id\":\"https:\/\/www.uni.lu\/fdef-en\/#organization\"},\"alternateName\":\"Faculty of Law, Economics and Finance I 8xav福利导航 of Luxembourg\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.uni.lu\/fdef-en\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-GB\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.uni.lu\/fdef-en\/#organization\",\"name\":\"FDEF - 8xav福利导航 of Luxembourg I Uni.lu\",\"alternateName\":\"Faculty of Law, Economics and Finance\",\"url\":\"https:\/\/www.uni.lu\/fdef-en\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/www.uni.lu\/fdef-en\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.uni.lu\/wp-content\/uploads\/sites\/3\/2026\/03\/03111918\/FDEF_SM-Profile_1600x1600px-scaled.jpg\",\"contentUrl\":\"https:\/\/www.uni.lu\/wp-content\/uploads\/sites\/3\/2026\/03\/03111918\/FDEF_SM-Profile_1600x1600px-scaled.jpg\",\"width\":2560,\"height\":2560,\"caption\":\"FDEF - 8xav福利导航 of Luxembourg I Uni.lu\"},\"image\":\"https:\/\/www.uni.lu\/wp-content\/uploads\/sites\/3\/2026\/04\/24144328\/20200609-Belval-Campus_Henri-Goergen-23.jpg\",\"sameAs\":[\"https:\/\/www.facebook.com\/uni.FDEF.lu\",\"https:\/\/www.linkedin.com\/showcase\/fdef-uni-lu\/\"],\"email\":\"communication@uni.lu\",\"telephone\":\"+3524666441\",\"address\":{\"@type\":\"PostalAddress\",\"streetAddress\":\"2, place de l\u2019Universit\u00e9\",\"addressLocality\":\"Esch-sur-Alzette\",\"postalCode\":\"4365\",\"addressCountry\":\"LU\"},\"description\":\"Faculty of Law, Economics and Finance I Uni.lu\"},{\"@type\":\"Person\",\"@id\":\"\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"DEM Lunch Seminar in Economics: Introducing New Products via Social Media Influencers - FDEF news I 8xav福利导航 of Luxembourg","description":"Introducing New Products via Social Media Influencers Speaker: Liping LIANG Lingnan 8xav福利导航 Hong Kong, HGK DATE:\u00a0Wednesday 13 September 2023","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.uni.lu\/fdef-en\/news\/dem-lunch-seminar-in-economics-introducing-new-products-via-social-media-influencers\/","og_locale":"en_GB","og_type":"article","og_title":"DEM Lunch Seminar in Economics: Introducing New Products via Social Media Influencers","og_description":"Introducing New Products via Social Media Influencers Speaker: Liping LIANG Lingnan 8xav福利导航 Hong Kong, HGK DATE:\u00a0Wednesday 13 September 2023","og_url":"https:\/\/www.uni.lu\/fdef-en\/news\/dem-lunch-seminar-in-economics-introducing-new-products-via-social-media-influencers\/","og_site_name":"FDEF EN","article_publisher":"https:\/\/www.facebook.com\/uni.FDEF.lu","article_modified_time":"2023-11-14T13:52:15+00:00","og_image":[{"width":1000,"height":665,"url":"https:\/\/www.uni.lu\/wp-content\/uploads\/sites\/3\/2023\/09\/DEM-lunch-seminar.png","type":"image\/png"}],"twitter_card":"summary_large_image","twitter_misc":{"Estimated reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"NewsArticle","@id":"https:\/\/www.uni.lu\/fdef-en\/news\/dem-lunch-seminar-in-economics-introducing-new-products-via-social-media-influencers\/#article","isPartOf":{"@id":"https:\/\/www.uni.lu\/fdef-en\/news\/dem-lunch-seminar-in-economics-introducing-new-products-via-social-media-influencers\/"},"author":{"name":"","@id":""},"headline":"DEM Lunch Seminar in Economics: Introducing New Products via Social Media Influencers","datePublished":"2023-08-30T07:22:14+00:00","dateModified":"2023-11-14T13:52:15+00:00","mainEntityOfPage":{"@id":"https:\/\/www.uni.lu\/fdef-en\/news\/dem-lunch-seminar-in-economics-introducing-new-products-via-social-media-influencers\/"},"wordCount":352,"publisher":{"@id":"https:\/\/www.uni.lu\/fdef-en\/#organization"},"inLanguage":"en-GB"},{"@type":"WebPage","@id":"https:\/\/www.uni.lu\/fdef-en\/news\/dem-lunch-seminar-in-economics-introducing-new-products-via-social-media-influencers\/","url":"https:\/\/www.uni.lu\/fdef-en\/news\/dem-lunch-seminar-in-economics-introducing-new-products-via-social-media-influencers\/","name":"DEM Lunch Seminar in Economics: Introducing New Products via Social Media Influencers - FDEF news I 8xav福利导航 of Luxembourg","isPartOf":{"@id":"https:\/\/www.uni.lu\/fdef-en\/#website"},"datePublished":"2023-08-30T07:22:14+00:00","dateModified":"2023-11-14T13:52:15+00:00","description":"Introducing New Products via Social Media Influencers Speaker: Liping LIANG Lingnan 8xav福利导航 Hong Kong, HGK DATE:\u00a0Wednesday 13 September 2023","breadcrumb":{"@id":"https:\/\/www.uni.lu\/fdef-en\/news\/dem-lunch-seminar-in-economics-introducing-new-products-via-social-media-influencers\/#breadcrumb"},"inLanguage":"en-GB","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.uni.lu\/fdef-en\/news\/dem-lunch-seminar-in-economics-introducing-new-products-via-social-media-influencers\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.uni.lu\/fdef-en\/news\/dem-lunch-seminar-in-economics-introducing-new-products-via-social-media-influencers\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.uni.lu\/en"},{"@type":"ListItem","position":2,"name":"Faculty of Law, Economics and Finance","item":"https:\/\/www.uni.lu\/fdef-en\/"},{"@type":"ListItem","position":3,"name":"News","item":"https:\/\/www.uni.lu\/fdef-en\/news\/"},{"@type":"ListItem","position":4,"name":"DEM Lunch Seminar in Economics: Introducing New Products via Social Media Influencers"}]},{"@type":"WebSite","@id":"https:\/\/www.uni.lu\/fdef-en\/#website","url":"https:\/\/www.uni.lu\/fdef-en\/","name":"FDEF","description":"Faculty of Law, Economics and Finance I Uni.lu","publisher":{"@id":"https:\/\/www.uni.lu\/fdef-en\/#organization"},"alternateName":"Faculty of Law, Economics and Finance I 8xav福利导航 of Luxembourg","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.uni.lu\/fdef-en\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-GB"},{"@type":"Organization","@id":"https:\/\/www.uni.lu\/fdef-en\/#organization","name":"FDEF - 8xav福利导航 of Luxembourg I Uni.lu","alternateName":"Faculty of Law, Economics and Finance","url":"https:\/\/www.uni.lu\/fdef-en\/","logo":{"@type":"ImageObject","inLanguage":"en-GB","@id":"https:\/\/www.uni.lu\/fdef-en\/#\/schema\/logo\/image\/","url":"https:\/\/www.uni.lu\/wp-content\/uploads\/sites\/3\/2026\/03\/03111918\/FDEF_SM-Profile_1600x1600px-scaled.jpg","contentUrl":"https:\/\/www.uni.lu\/wp-content\/uploads\/sites\/3\/2026\/03\/03111918\/FDEF_SM-Profile_1600x1600px-scaled.jpg","width":2560,"height":2560,"caption":"FDEF - 8xav福利导航 of Luxembourg I Uni.lu"},"image":"https:\/\/www.uni.lu\/wp-content\/uploads\/sites\/3\/2026\/04\/24144328\/20200609-Belval-Campus_Henri-Goergen-23.jpg","sameAs":["https:\/\/www.facebook.com\/uni.FDEF.lu","https:\/\/www.linkedin.com\/showcase\/fdef-uni-lu\/"],"email":"communication@uni.lu","telephone":"+3524666441","address":{"@type":"PostalAddress","streetAddress":"2, place de l\u2019Universit\u00e9","addressLocality":"Esch-sur-Alzette","postalCode":"4365","addressCountry":"LU"},"description":"Faculty of Law, Economics and Finance I Uni.lu"},{"@type":"Person","@id":""}]}},"blog_id":3,"_links":{"self":[{"href":"https:\/\/www.uni.lu\/fdef-en\/wp-json\/wp\/v2\/news\/3966"}],"collection":[{"href":"https:\/\/www.uni.lu\/fdef-en\/wp-json\/wp\/v2\/news"}],"about":[{"href":"https:\/\/www.uni.lu\/fdef-en\/wp-json\/wp\/v2\/types\/news"}],"author":[{"embeddable":true,"href":"https:\/\/www.uni.lu\/fdef-en\/wp-json\/wp\/v2\/users\/47"}],"version-history":[{"count":5,"href":"https:\/\/www.uni.lu\/fdef-en\/wp-json\/wp\/v2\/news\/3966\/revisions"}],"predecessor-version":[{"id":6038,"href":"https:\/\/www.uni.lu\/fdef-en\/wp-json\/wp\/v2\/news\/3966\/revisions\/6038"}],"wp:attachment":[{"href":"https:\/\/www.uni.lu\/fdef-en\/wp-json\/wp\/v2\/media?parent=3966"}],"wp:term":[{"taxonomy":"news-category","embeddable":true,"href":"https:\/\/www.uni.lu\/fdef-en\/wp-json\/wp\/v2\/news-category?post=3966"},{"taxonomy":"news-topic","embeddable":true,"href":"https:\/\/www.uni.lu\/fdef-en\/wp-json\/wp\/v2\/news-topic?post=3966"},{"taxonomy":"organisation","embeddable":true,"href":"https:\/\/www.uni.lu\/fdef-en\/wp-json\/wp\/v2\/organisation?post=3966"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}