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 Socio-Economic Dynamics of Engagement and Incentivization in Emerging Digital Platforms |  | SONG Danyang PhD Candidate
School of Computing and Information Systems
Singapore Management University
| Research Area Dissertation Committee Research Advisor Co-Research Advisor - GUO Zhiling, Professor, G. Brint Ryan College of Business, University of North Texas
Committee Members External Member - ZHAI Yingda, Assistant Professor, School of Computing, National University of Singapore
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| | Date 11 July 2025 (Friday) | Time 9:00am - 10:00am | Venue Meeting room 5.1,
Level 5
School of Computing and Information Systems 1,
Singapore Management University,
80 Stamford Road
Singapore 178902 | Please register by 9 July 2025. We look forward to seeing you at this research seminar. 
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| | ABOUT THE TALK The rapid advancement of digital technology has fueled the unprecedented growth of online platforms. Among these, live commerce and blockchain-based social media have emerged as two distinct business models that profoundly shape both commercial and social aspects of people’s lives. This dissertation investigates the effects of streamers’ social solicitation and sellers’ channel strategy in live commerce as well as the effects of monetary rewards in blockchain-based social media.
The first study finds that streamers’ social solicitation positively affects their social capital growth, but has a negative side effect on sales performance. Additionally, streamers with a moderate follower count benefit more from the positive effect of social solicitation on social capital growth than those with either a low or high follower count. The second study shows that the positive effect of seller-hosted livestreaming is weakened by product rating but strengthened by seller reputation. In contrast, the positive effect of influencer livestreaming is strengthened by product rating but weakened by seller reputation. These findings suggest that the provision of product information and seller endorsement are the key mechanisms through which seller-hosted and influencer livestreaming boost e-commerce store sales, respectively. The third study provides a comprehensive empirical analysis of the effects of monetary rewards on user-generated content (UGC) contributions in blockchain-based social media. Unlike the positive effect of immediately realized monetary rewards, the delayed expected monetary rewards have an inverted U-shaped effect on UGC contributions. This finding suggests users’ income-targeting behavior. | | | SPEAKER BIOGRAPHY SONG Danyang is a Ph.D. candidate in Information Systems at the School of Computing and Information Systems, Singapore Management University, supervised by Professor KE Ping Fan and Professor GUO Zhiling. Her research focuses on social media and e-commerce. |
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