市场营销学系学术讲座（6月3日）

Increasing the Engagement with Sponsored Influencer Videos:  Design Strategies for Structure and Content

Speaker: Li Chen

Associate Professor of Marketing

Suffolk University

Time: 13:30-15:00, Jun.3^rd (Tuesday), 2025

Venue：Siyuan Building, Room 624

MC: Prof. Yunlu Yin

Abstract:

Influencer marketing has become a dominant force in the digital economy, especially through the growing use of sponsored videos on social media platforms. These videos blend commercial promotion with personal storytelling, offering influencers and brands new opportunities to engage audiences. As this format gains traction across social commerce platforms, a key challenge emerges: how should influencers and brands design sponsored content that sustains viewer engagement?

In this talk, Dr. Li Chen presents a research-based framework that addresses this question by distinguishing between two strategic dimensions: structure-based strategies, which focus on how commercial content is integrated with organic content, and content-based strategies, which address what kind of commercial message is delivered. This research offers new insights into the design of effective sponsored content and sheds light on how influencers and marketers can navigate the tension between authenticity and promotion in digital environments.

Bio:

Li Chen is an Associate Professor of Marketing at Suffolk University in Boston, Massachusetts. Her research focuses on digital marketing, with particular interest in influencer marketing, social media engagement, and authenticity in sponsored content. Her recent work examines how influencers balance commercial objectives with maintaining credibility and trust with their audiences. Dr. Chen’s research has been published in leading journals including the Journal of the Academy of Marketing Science, European Journal of Marketing, and International Journal of Electronic Commerce etc. She also serves as a reviewer for top marketing journals, including Journal of the Academy of Marketing Science, International Journal of Marketing, and European Journal of Marketing etc.