题　目：From Engagement to Equity: Building Brands in Content-Commerce Markets

嘉　宾：Xinyi Sun（孙心怡），Ph.D. Candidate，香港科技大学

主持人：左思 助理教授 上海交通大学安泰经济与管理学院

时　间：2026年10月21日（周三）13:30-15:00

地　点：上海交通大学安泰经济与管理学院包兆龙图书馆A303

内容简介:

Content-commerce platforms make brand activity highly visible, but it remains unclear whether visible engagement reflects durable brand building. We study this question on TikTok Shop using weekly observations from 21,727 brands across four countries. We extend the sales-based brand equity (SBBE) framework to content-commerce markets by separating persistent brand-specific demand from observable selling conditions and then linking recovered SBBE to two digital brand-building mechanisms: engagement capability and content-embedded strategic signals (differentiation, relevance, esteem, and knowledge). To measure the latter, we develop Consensus-based Rubric Agentic Framework for Theory-grounded measurement (CRAFT), an agentic LLM architecture that translates abstract construct definitions into evidence-grounded video scores through iterative rubric refinement. We find that SBBE remains a persistent marketplace asset in content-commerce markets. Engagement momentum (the month-over-month change in accumulated engagement capability), rather than contemporaneous engagement volume or past cumulative engagement stock, is most closely associated with SBBE, especially where brand positions appear less entrenched. Strategic content signals operate configurationally: Relevance is not positively associated with SBBE unless paired with sufficient Differentiation. The paper advances brand-equity research by showing how durable marketplace advantage is linked to engagement trajectory and content-embedded strategy in digital commerce.

演讲人简介：

孙心怡（Xinyi Sun），香港科技大学市场营销系博士研究生，在此前获得新加坡国立大学市场营销分析与洞察硕士学位和中国人民大学管理科学学士学位。她的研究聚焦品牌建设、视觉营销、生成式人工智能与用户生成内容等领域，擅长运用因果推断、大语言模型（多智能体、图像视频视觉生成、提示词工程）、机器学习及实验方法开展研究。目前，她有多篇论文处于国际顶级营销学期刊的返修阶段，包括《Journal of Marketing Research》和《International Journal of Research in Marketing》，并多次在ISMS Marketing Science Conference等国际学术会议上进行报告。她还曾获得ISMS Marketing Science Doctoral Consortium Fellow、香港科技大学青年科学家奖学金等荣誉。

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