报告题目： Social Influence and the Co-Diffusion of Information and Behaviors in Online Social Campaigns

时间：2026年9月7日14:30-16:30

地点：主楼234

报告人：姜正瑞

报告人国籍：美国

报告人政治面貌：无

报告人职称：教授

报告人工作单位：香港中文大学（深圳）

报告人简介：

姜正瑞博士现任香港中文大学（深圳）经管学院深高金讲座教授和信息系统教授。在加入港中深之前任过美国爱荷华州立大学商学院信息系统与商业分析教授和托米讲席教授和南京大学商学院二级教授。主要研究领域是商务智能与大数据分析，不确定条件下的优化与决策、技术创新与扩散和信息技术经济学。大多数研究成果发表在国际顶级期刊上（如Management Science, MIS Quarterly, Information Systems Research）。现为信息系统领域国际顶级期刊Information Systems Research的高级编辑(senior editor)，曾任MIS Quarterly和Information Systems Research的副编辑(associate editor)，并分别于2016和2021年获得这两本刊物的年度最佳副编辑奖。另外还担任Production and Operations Management和Decision Support Systems的高级编辑(senior editor)。

报告内容简介：

Online social networks have become key platforms for prosocial campaigns. Nomination-driven social challenges ask participants to perform a visible action, document it publicly, and nominate others to follow. While these campaigns can generate rapid information diffusion, converting online discussion into behavioral participation remains challenging. In this study, we use observational Twitter data to examine the concurrent diffusion of information and behaviors during the Ice Bucket Challenge event. We integrate machine learning, social network analysis, survival analysis, and diffusion theory to identify information adoptions and self-disclosed behavior adoptions and model their timing using a Bass-survival framework. Theoretically, we conceptualize social influence in nomination-driven challenges as three structurally distinct channels, namely unilateral exposure, bilateral exposure, and direct nomination. Empirical results show a consistent ordering in which direct nomination has the strongest estimated association with adoption, followed by bilateral and then unilateral exposure. Our proposed copula-based joint survival model reveals significant interdependence between the two diffusion processes. These findings are robust across alternative model specifications, and the proposed Bass-survival framework outperforms benchmark approaches. By incorporating the Bass diffusion model into survival analysis and developing the joint survival models, this study contributes by translating the practice features of nomination-driven challenges into theoretical levers for understanding and predicting the progress of prosocial diffusion.

（承办：管理科学与物流系、科研与学术交流中心）