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DESCRIPTION:\n\nMr. Dongliang Sheng\, a doctoral student at McGill Universi
 ty in the Information Systems area will be presenting his thesis defense e
 ntitled:\n\nThree Essays on Social Distinction and User Behaviors on Digit
 al Platforms\n\nFriday\, September 27\, 2024 at 1:00 p.m.\n\n(The defense 
 will be done in Hybrid mode)\n\n \n\nStudent Committee Chair: Professor Ku
 nsoo Han and Professor Warut Khern-am-nuai\n\nPlease note that the present
 ation will be conducted in hybrid mode. If you wish to attend the presenta
 tion\, please contact the PhD office for the room number.\n\n\nAbstract:\n
 \nDigital platforms play a pivotal role in facilitating connectivity and s
 timulating economic activities. Information on digital platforms empowers 
 users to make well-informed decisions and holds significant value for busi
 nesses\, allowing them to customize user experiences and improve offerings
 . Analyzing the vast quantities of data generated on digital platforms can
  provide valuable insights regarding user preferences and behaviors. This 
 thesis focuses on social distinction on digital platforms by examining how
  individuals distinguish themselves and the impact of social distinction o
 n user behaviors.\n\nThe three essays comprising this thesis investigate d
 iverse digital phenomena across multiple platforms. The first essay empiri
 cally identifies the impact of online endorsements by traditional and Inte
 rnet celebrities who possess significant social distinctions on social med
 ia platforms on consumer purchasing behaviors. Additionally\, I examined t
 he decrease in product sales when online endorsements are lifted. By compa
 ring the relative magnitude of the increase in product sales due to online
  endorsements to the decrease in the absence of such endorsements\, the re
 sults indicate that online endorsements by both traditional and Internet c
 elebrities on social media platforms are myopic. The second essay investig
 ates the efficacy of user reviews that fit in or stand out compared to pee
 r and professional reviews to achieve social distinction on online review 
 platforms regarding perceived review helpfulness. The findings indicate th
 at user reviews that fit in with peer reviews and stand out from professio
 nal reviews regarding review rating and sentiment are perceived to be more
  helpful. Additionally\, fitting in with professional reviews on review to
 pics can contribute to the user reviewer’s attainment of social distinctio
 n. The third essay examines the personal and professional consequences tha
 t arise from users of social media platforms and online review platforms e
 ngaging in boycotts against prominent figures who transgress and further d
 elves deeper into whether individuals can separate the art from the artist
  by analyzing the changes in social distinctions as reflected in the numbe
 r of followers of boycotted artists on social media platforms and the onli
 ne reviews of their works. This thesis enhances our understanding of the i
 nterplay between social distinction and user behaviors on digital platform
 s. Both research and managerial implications are discussed.\n
DTSTART:20240927T170000Z
DTEND:20240927T190000Z
SUMMARY:PhD Thesis Defense Presentation: Dongliang Sheng
URL:https://www.mcgill.ca/channels/channels/event/phd-thesis-defense-presen
 tation-dongliang-sheng-359834
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