On the morning of July 5th, Professor Jiang Baojun from Olin Business School at Washington University in Saint Louis visited the School of Management and delivered an Academic Lecture. This lecture was hosted by Professor Nie Tengfei from the Department of Information Systems and Supply Chain Management.
Professor Jiang Baojun introduced his latest research, "Advertising Format and Content Provision on Revenue-Sharing Content Platforms," from three aspects: the real-world context, model construction, and solution analysis. This research is set against the backdrop of the rapidly growing digital content market and builds a leader-follower advertising strategy game model based on the interactions between platforms, advertising creators, and consumers. This research examined how advertising revenue-sharing strategies and advertisement distribution strategies impact content creation by creators and the profitability of platforms. The study analyzed three different advertising models that platforms might adopt: Differentiated Advertising (DA), Uniform advertising (UA), and Creator-Set Advertising (CA). The findings indicate that, regardless of the advertising model used, increased substitutability of creators can enhance their profits and improve consumer surplus. Moreover, higher substitutability is beneficial for the platform under DA and UA models, but consistently detrimental under the CA model.
Additionally, the transition from DA to UA (or CA) models based on the level of creator substitutability could lead to outcomes where all parties—platform, content creators, and consumers—either win or lose together. After the presentation, Professor Jiang engaged in an in-depth discussion with faculty and students about research experiences, development trends, and other topics related to platform operations management.
Jiang Baojun is a professor at the Olin Business School at Washington University in Saint Louis. He holds a Master's degree in Physics and a Master's degree in Electrical Engineering from Stanford University, an MBA from the University of Texas at Austin, and both a Master's degree and a PhD in Information Systems from Carnegie Mellon University. He serves as a senior editor for Production and Operations Management, a department editor for Service Science, and an associate editor for Decision Sciences, as well as being a member of the editorial review boards for Marketing Science and the Journal of Marketing Research.
His current research interests include platform-based business models, competitive strategy, behavioral economics, the sharing economy, and the intersection of marketing and operations management. His research has been published in journals such as Management Science, Marketing Science, Journal of Marketing Research, Journal of Marketing, Operations Research, and Manufacturing & Service Operations Management.
