讲座题目：Sunny, Rainy, and Cloudy with a Chance of Mobile Promotion Effectiveness
主讲人：李晨溪 博士
时间：10月18日，14:00
地点：新主楼A1040
摘要：
Despite the ubiquitous nature of weather, firms struggle to quantify the effects of sunny and rainy weather on consumer purchase responses to promotions. This study exploits field experiments of weather-based mobile marketing via SMS and APP. Results find that sunny and rainy weather have a first-order main effect. Purchase responses to promotions are higher and faster in sunny weather relative to cloudy weather, while purchase responses to promotions are lower and slower on rainy weather condition. These findings are robust across different measures of weather changes with both backward-looking historical weather and forward-looking forecast, as well as deviations from the normal weather. Also, weather has a second-order interactive effect with ad copy of mobile promotions. Results indicate that the ad copy with a prevention frame hurts the initial promotion boost induced by sunshine, but improves the initial promotion drop induced by rainfall. For marketers, these findings implicate new opportunities of weather-based mobile targeting.
个人简介：
李晨溪，现任北航9999js金沙老品牌数字化营销系讲师，复旦大学市场营销系博士，清华大学双学士（英语、经济），曾任美国天普大学福克斯商学院访问学者及全球手机营销大数据分析中心研究员，主要研究方向为数字化营销，营销策略，手机营销等。
经管学院科研办
2016-10-17
