市场营销学系学术讲座（5月24日）

时间：2023年5月24日（周三）10:00-11:30

地点：思源楼 624

主题：Editorial Recommendations and the Growth of New Products: Evidence from the Apple App Stor

主持人：金立印教授

主讲人：Yong LIU

Professor and Robert A. Eckert Endowed Chair of Marketing

University of Arizona, USA

个人简介:

Yong Liu is Professor of Marketing, Marketing Department Head, and Robert A. Eckert Endowed Chair at the Eller College of Management, University of Arizona, USA. His research focuses on quantitative models of innovation and business models, social interactions and influence, media and entertainment markets, and managing product-harm crisis. His research has been published in journals such as Marketing Science, Management Science, Journal of Marketing, Journal of Marketing Research, POM, and Quantitative Marketing and Economics. Dr. Liu serves on the Editorial Review Board of Journal of Marketing and Journal of the Academy of Marketing Science, and is an Associate Editor for Journal of Retailing. His research was sponsored by organizations such as the National Natural Science Foundation of China, the Wharton Customer Analytics Initiative (CAI), the Networks, Electronic Commerce and Telecommunications (“NET”) Institute, and the Marketing Science Institute (MSI). His consulting clients include Microsoft, Roche Group, Huawei, Electronic Arts, and so on. He has won The University of Arizona Foundation Eugene G. Sander Faculty Fundraising Award, Executive MBA Outstanding Module Award, Dean’s Course Innovation Award, among others.

摘要：

In the context of Apple’s App Store and iOS apps, we study how digital platforms can influence consumer choice with editorial recommendations. Apple provides its recommendations in six “stories” each day on the frontpage of the App Store. Each story features a list of recommended apps. Analyzing detailed daily story and downloads data from July 2019 to June 2020, we find that the downloads of featured apps would increase by 75% one day after being featured in a story and by 16% after two days. The effect is larger on new apps and the apps with fewer downloads in the past. Moreover, the stories with more detailed descriptions (i.e., longer text and more pictures) have larger effects. We further find significant reputation spillover within a story, suggesting that being featured with established apps lends credence to new apps. Our results also show the competition for attention within a story—being featured in the same story with direct competitors from the same category would reduce the recommendation effect by 9 percentage points. Lastly, we find users who read stories and download featured apps leave more positive ratings on the apps than other users. Overall, these findings suggest that editorial recommendations are effective in generating downloads and expanding the market.