Topic: How video conferencing promotes preferences for self-enhancement products？

Speaker: Huang Li, Hofstra University

Time: July 5, 2024, 10:00

Venue: Room 319

Abstract:

   The pandemic has led to a significant increase in the use of video conferencing platforms such as Zoom, Google Meet and Microsoft Teams. Yet little is known about the impact of video conferencing on subsequent consumer decisions. Across six studies, we examine the effects of video conferencing in both consumption (e.g., sales) and nonconsumption (e.g., school and work) contexts and find that video conferencing can trigger greater interest in products that can enhance the self - physically, intellectually, and/or mentally - due to heightened social appearance anxiety. This effect is attenuated when technology allows users to reduce social appearance anxiety (e.g., the use of ring lights or the ability to turn off web cameras) but accentuated when social anxiety is increased (e.g., the use gallery/speaker views) and is more pronounced among consumers who are low in self-esteem.

Guest Bio:

    Dr. Huang Li is an Assistant Professor of Marketing at the Frank G. Zarb School of Business at Hofstra University in the United States. She holds a dual doctoral degree from City University of Hong Kong and the University of South Carolina. Dr. Huang specializes in consumer behavior research, focusing on consumer behavior in online environments, particularly the impact of social media on consumers and brands, and the interaction between humans and technology. Her research has been published in top marketing journals such as the Journal of Consumer Research, the International Journal of Research in Marketing, the Journal of the Association for Consumer Research, the Journal of Interactive Marketing, and the Journal of Business Research. Her research excellence has been recognized with the New Star Award from the American Marketing Association and the Matthew Joseph Emerging Scholar Award. Dr. Huang also serves on the Editorial Review Board of the Journal of Business Research and actively reviews for various prestigious journals. Beyond her research, Dr. Huang is highly praised for her digital and social media marketing courses at the undergraduate and MBA levels, demonstrating excellence in teaching. She has extensive industry experience in search engine marketing, search engine optimization, user experience/user interface design, content marketing, applications of artificial intelligence, and marketing analytics. This practical background enriches her teaching and research, offering a comprehensive perspective that combines theoretical frameworks with practical applications.