This summer, I had the opportunity to travel to Hong Kong to research influencer marketing techniques through Wharton’s World Research Assistantship Program. I was mentored by my Wharton faculty advisor, Professor Zhenling Jiang in the Marketing Department, and Professor Xinyu Cao in the Chinese University of Hong Kong Business School.
My topic of interest originated from the uniqueness of social media and influencer marketing techniques, particularly in China and other Asian regions. E-commerce streamers such as Zheng Xiang Xiang earn millions each week advertising products for just a few seconds each via livestream; the entire online shopping business itself has taken off on Douyin, China’s sister app, and is valued at over a lucrative $200 billion. Such successful strategies have begun to catch eyes in the Western market. Recognizing the rampant dominance of such digital methods, I knew I wanted to explore influencer marketing in Asia.
During my time in Hong Kong, I was tasked with various research responsibilities. My primary project aimed to determine the relative importance of a YouTube influencer video’s three modalities (visual, audial, textual) on their success in securing brand deal partnerships. Perhaps an influencer’s pitch of voice or speed of talking would have the largest predicted effect on their success? Or would it be their facial emotion and hand movements in the video? We aimed to address such questions.
I conducted a comprehensive literature review to reflect recent advancements in machine learning, determining the most updated methods to process these modalities. I assisted with optimizing these frameworks by researching cutting edge tools, with the ultimate goal of compiling these modality-specific techniques into one large multimodal model. By combining diverse data sources, we would be able to capture complex interactions and patterns that might otherwise be missed when analyzing a single type of data alone.
In addition to this project, I was involved in various other research activities. I joined classes for Doctor of Business Administration (DBA) and Master’s students, learning about social media analytics and marketing while being taught in Mandarin—my mother tongue. Further, I engaged in an assortment of marketing department talks and even attended the China India Insights Program Conference, where I even encountered Professor Ryan Dew from Wharton’s Marketing Department. Overall, I was enriched with knowledge, curiosity, and exploration during my two months researching in Hong Kong.
In addition to research, I also immersed myself in Hong Kong’s rich culture. From eating endless pineapple buns to watching the Hong Kong Jockey Club’s horse races, I loved getting to understand the city as much as I did the research. I will always have a special place in my heart for Hong Kong’s efficient public transportation system!
My experience with WRAP has opened my eyes to the possibilities of a research career with a global perspective, and I am profoundly grateful for the guidance and opportunities it provided. I strongly recommend the WRAP program to other students seeking to explore the path of research, and I am eternally thankful for everyone who has made this opportunity possible.