讲座主题：Social Influence and the Co-Diffusion of Information and Behaviors in Online Social Campaigns

嘉宾简介：

Dr. Zhengrui Jiang is an SFI Chair Professor and Professor of Information Systems in the School of Management and Economics, The Chinese University of Hong Kong, Shenzhen. Before joining CUHK-Shenzhen, he was the Thome Professor in Business and Professor of Information Systems and Business Analytics in the Ivy College of Business, Iowa State University and a Distinguished Professor in Nanjing University Business School. Dr. Jiang's primary research interests include business intelligence and analytics, optimization/decision-making under uncertainty, diffusion of technological innovations, and economics of information technology. His research has appeared in premier academic journals including Management Science, MIS Quarterly, Information Systems Research, and IEEE Transactions on Knowledge and Data Engineering. Dr. Jiang currently serves as a senior editor for Information Systems Research. He previously served as an associate editor for both MIS Quarterly and Information Systems Research and received Outstanding Associate Editor Awards from the two journals in 2016 and 2021, respectively. In addition, he is currently a senior editor for Production and Operations Management and Decision Support Systems. He co-chaired The 13th Annual Big XII+ MIS Research Symposium (2015), The 9th Annual Midwest Association for Information Systems Conference (2014), and The 28th Workshop on Information Technologies and Systems (WITS 2018).

Besides academia, Dr. Jiang has collaborated extensively with industry partners. He has done analytics work for multiple internationally known companies in America, Europe, and China, and provided them solutions to improve the efficiency of operations.

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, IEEE Transactions on Knowledge and Data Engineering）。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。另外还担任运营管理领域顶刊Production and Operations Management和Decision Support Systems的高级编辑(senior editor)。主持过信息系统领域多个国际和地区性的学术会议，包括The 13th Annual Big XII+ MIS Research Symposium (2015), The 9th Annual Midwest Association for Information Systems Conference (2014), and The 28th Workshop on Information Technologies and Systems (WITS 2018)。

学术探索之外，姜正瑞与企业届合作者进行了广泛的合作、他的团队为多家美国、欧洲和中国的国际知名大企业做过商业数据分析的工作，并为它们提供了基于数据的高效运营方案。

内容摘要：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.

时间与地点：2026年9月9日（周三）上午9:30中央财经大学南路校区实验楼303会议室

此次学术活动获“中央高校基本科研业务费资助”（supported by “the Fundamental Research Funds for the Central Universities”）、“北京高等学校哲学社会科学创新中心首都数字经济高质量发展创新中心资助”（supported by “Beijing Higher Education Innovation Center for Philosophy and Social Sciences Center for Philosophy and Social Sciences—Capital Digital Economy High-Quality Development Innovation Center”）和“高等学校学科创新引智基地资助”（Supported by the 111 Center）（B20094），特此致谢。

撰稿：刘倩       排版：顾祎恒

初审：孙宝文      复审：王红梅