Dr. Ying Zhu is an Assistant Professor in the Faculty of Management at the University of British Columbia. She obtained her Ph.D. in Marketing from the Mays Business School at Texas A&M University. Dr. Zhu’s primary research interests include digital marketing, branding, consumer behavior, business analytics, and social networks. Her research has been published in European Journal of Marketing, Psychology & Marketing, Journal of Brand Management, Journal of Retailing and Consumer Services, Internet Research, Journal of Strategic Marketing among others. In terms of teaching, Dr. Zhu is an effective teacher. At UBC, she received a Golden Apple Teaching Excellence Award and a Teaching Honor Roll Award. She also received the Texas A&M System Student Recognition Award for Teaching Excellence and the Dean’s Award for Outstanding Teaching at her Alma Mater. Beyond research and teaching, Dr. Zhu enjoys advising and working with undergraduate, master’s, and Ph.D. students. Witnessing their growth and development in the business and academic field is very rewarding. She believes mentoring students is essential for the marketing field to grow and thrive.
主题：B2B Referral as Digital Coopetition Strategy: Insights from an Industry-wise Digital Business Network
时间：2020年6月22日（周一）北京时间上午9:00-10:15
地点：Zoom线上会议（会议 ID：654 5546 2652）
报告人：朱英 加拿大英属哥伦比亚大学管理学院助理教授
摘要：
Although digital marketing has reshaped many ways that businesses collaborate with suppliers, partners, and customers, the practice of business-to-business referral in the digital space has not been closely examined. Drawing upon extant literature, we examine the pattern of business-to-business digital referrals inscribed in businesses’ digital contents. Using a complete winery industry digital dataset, we find that businesses’ geographical framing plays an indispensable role in displaying peer-to-peer referrals in the digital space. Quite counter-intuitively, businesses are more likely to give digital referrals for peers residing in the same region, as well as for peers located in closer proximity. Further, our results from augmented digital networks show that peer businesses in closer proximity exhibit greater similarity in their digital referral strategy. From a managerial standpoint, the findings shed light on the formation of business-to-business digital collaboration strategy using digital referral marketing.
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