主讲人

（单位）

李宜威

（岭南大学）

主持人

（单位）

马超

（电影天堂 ）

讲座时间

2026年5月29日（周五）下午15:30

讲座地点

经管楼B2科研活动中心

主讲人简介

李宜威是岭南大学商学院的副教授（终身教职），获授“校长杰出青年学者”称号。他在香港中文大学获得工商管理学士学位，并取得市场学硕士学位和博士学位。此外，他曾在美国耶鲁大学管理学院担任访问学者，并在香港大学商学院担任博士后研究员。他专注于定量营销研究，运用多种研究方法，包括自然实验、应用计量经济学、贝叶斯统计及机器学习。他的研究兴趣涵盖社交网络、网红营销、众筹、社交媒体营销以及口碑传播。他的研究成果发表在Nature Communications，Journal of Marketing，Journal of Consumer Research，PNAS Nexus，Journal of Economic Behavior and Organization，Research Policy，Journal of the Academy of Marketing Science，Annals of Applied Statistics，Harvard Business Review等重要国际学术期刊。

讲座内容摘要

Firms increasingly implement managerial responses (MRs) to shape WOM, yet their economic significance remains underexplored. This study develops a hazard difference-in-differences (hazard DID) framework integrated with a sales model to quantify MRs’ dual impact on review dynamics and revenue. Using data from 168 San Diego hotels across Tripadvisor and Expedia, we find that MRs induce a fundamental volume–valence tradeoff: by signaling that managers are listening, MRs motivate more customers to share their opinions (increased volume), yet also elicit more critical feedback (reduced valence), as reviewers often view their comments not just as expressions of satisfaction but as opportunities to voice concerns or suggest improvements. This tension underscores the need for balanced MR strategies—while reputational management is important, firms should not underestimate the MR-induced volume effect, which often exerts a greater influence on sales than valence. As such, we examine how common MR tactics—including responding to positive reviews, replying quickly, and writing lengthy responses—amplify the tradeoff by further stimulating engagement but also evaluative scrutiny. In contrast, disclosing quality improvements in MRs shifts reviewer motivation from corrective to collaborative, enabling firms to simultaneously increase review volume and positivity, ultimately enhancing both online reputation and sales performance.