2026年11月4日（周三）10:30-12:00 张莎 （中国科学院大学）

讲座系列: 数字经济与数字贸易理论与实践系列讲座第14场（学科发展系列讲座总期第135场）

讲座人：张莎 （中国科学院大学）

时间：2026年11月4日（周三）10:30-12:00

地点：宁远楼104

主持人：马双（对外经贸大学国际经济贸易学院电子商务学系教授）

讲座题目：Understanding the Impact of Cross-Modal and Cross-Source Content Consistency on Social Media Advertising Effectiveness

讲座摘要：The effectiveness of social media advertisements might depend on the consistency they display, though the specific impacts of cross-modal （text–image） consistency remain unclear, and little research has addressed cross-source （firm-generated and user-generated content） consistency. The comprehensive framework proposed in the current research aims to clarify how different types of consistency might influence advertising effectiveness, while accounting for relevant boundary conditions. With a multimodal deep learning framework integrating Siamese networks, ResNet, and CLIP models, this study analyzes 12,231 posts and 3,060,554 reviews on Weibo, validated by a parallel analysis of data from Instagram. The results establish a critical influence of image sentiment, such that informational images benefit from greater text consistency, whereas sentimental images paired with consistent text can decrease advertising effectiveness. Cross-source consistency generally improves advertising effectiveness, and image consistency exerts a more significant influence, except during leisure times, when consistency between text issued by different sources becomes more crucial. This study advances consistency research and also provides actionable implications for refining firms’ social media advertising strategies through more effective uses of consistency cues.

主讲人简介：

张莎，中国科学院大学经济与管理学院教授，博士生导师，中国科学院大学博士、荷兰格罗宁根大学博士，美国达特茅斯学院访问学者。现任学院案例中心主任、中国市场学会服务营销专委会副主任、华人学者营销协会分会副秘书长、Journal of Product & Brand Management（SSCI，JCRQ1）编委。主要从事数智营销、多渠道营销等领域研究，发表中英文论文30余篇。其中，17篇JCRQ1，3篇ABS4，5篇ABS3。主持国家自然科学基金4项。获成思危优秀科研成果奖、阿里优秀活水学者奖、朱李月华优秀教师奖、APMA优秀论文奖、CMIC优秀论文一等奖等。案例入库哈佛、毅伟及教育部主题案例库，获全国百优案例、卓越开发者案例大赛奖，并曾为青岛啤酒、华致酒行等上市公司提供营销战略咨询服务。