硕士学位论文答辩公告（工商管理）

答辩时间：2025年5月30日 8：30

答辩地点：启铸恭温楼 C118

答辩论文信息：

答 辩 委 员 会 成 员	姓 名	职 称	工作单位	在委员会中担任的职务
	赵立	教授/博导	首都经济贸易大学	答辩主席
	任继勤	教授/博导	北京化工大学	答辩评委
	邵开愚	副教授/博导	首都经济贸易大学	答辩评委
	钟筱彤	讲师/博士	首都经济贸易大学	答辩秘书
答 辩 学 生	姓名	专业	论文题目	导师
	那萨利	企业管理	The Impact of Influencer Marketing onConsumer Purchase Intentions in the Fashion E-commerce Sector	罗伊
	木夫子	企业管理	Impact of Strategy Implementation on the Financial Performance of DRC Banking Firms: The Mediating Role of Organizational Agility	王凯
	王浩	企业管理	AI Empowers Voice:The Impact of Artificial Intelligence on Employee Voice Behavior	贾汇源
	韩福丽	企业管理	Exploring Effective Content Marketing Strategies:A Qualitative Case Study of SmartSites Company	陈蔚珠

学位论文简介

那萨利

The fashion e-commerce sector has undergone significant transformation with the advent of digital marketing, particularly influencer marketing, which has emerged as a powerful tool in shaping consumer behavior. Influencers on platforms such as Instagram, TikTok, and YouTube have become trusted figures capable of directing consumer preferences, establishing brand identity, and ultimately influencing purchase decisions. This shift is particularly relevant in fashion, an industry deeply tied to personal expression and social influence.

This study investigates the impact of influencer marketing on consumer purchase intentions within the fashion e-commerce industry, focusing on the mediating role of perceived personalization and the moderating role of brand loyalty. While previous research has acknowledged the growing influence of digital content creators, there remains a gap in understanding how perceived customization of influencer content and the emotional commitment of brand loyalty interact to shape consumer responses.

Grounded in Social Influence Theory and supported by empirical data from 450 Tanzanian respondents actively engaging with fashion e-commerce platforms and influencer content, this research employs a quantitative methodology using multiple regression and structural equation modeling. The study analyzes variables such as influencer credibility, content quality, brand alignment, and consumer perception.

By examining these dynamics, the research provides theoretical and practical insights into how influencer marketing strategies can be optimized to drive engagement and boost conversion rates. The findings will support marketers in designing personalized influencer campaigns that build brand loyalty and enhance the relevance of promotional content. Ultimately, this study contributes to the broader literature on digital marketing and offers actionable recommendations for fashion brands aiming to enhance their competitiveness in an increasingly digital and consumer-centric market.

木夫子

This study examines the impact of strategy implementation on the financial performance of banking firms in the Democratic Republic of the Congo (DRC), with a specific focus on the mediating role of organizational agility. Despite the DRC's immense economic potential, its banking sector continues to grapple with challenges such as political instability, low financial inclusion, and limited operational efficiency. Grounded in Contingency Theory, Dynamic Capabilities Theory, and Scientific Management Theory, the research examines how organizational structure, resource capability, and management competency influence financial performance, while assessing the extent to which organizational agility mediates these relationships.

This study employed a descriptive survey design, targeting managers from various banks in the DRC. Data were collected from 295 managers using structured questionnaires and analyzed using SPSS 27, employing both descriptive and inferential statistics, including correlation and regression analyses. The findings reveal that well-structured organizations, effective resource utilization, and competent management significantly enhance financial performance. Moreover, organizational agility positively mediates these relationships, highlighting its critical role in enabling firms to adapt to dynamic environments.

The study offers valuable empirical evidence and practical recommendations for enhancing strategy implementation practices, fostering organizational agility, and improving financial outcomes within the DRC's banking sector. These insights are also relevant to other emerging markets encountering comparable challenges, thereby enriching the broader discourse on strategic management in dynamic and volatile environments.

王浩

With the increasing prevalence of artificial intelligence (AI) in the workplace and the rapid integration of Smart Technology, Artificial Intelligence, Robotics, and Algorithms (STARA), understanding their impact on employee voice behavior has become crucial. As organizations increasingly rely on STARA to enhance productivity and efficiency, employees are confronted with new challenges and opportunities. This study aims to explore how these technological advancements influence employee voice behavior, which is essential for organizational innovation, improvement, and employee well-being. Specifically, the study examines the mediating roles of competence and job insecurity in the relationships between STARA and employee voice behavior. Data were collected from 199 employees through a questionnaire survey to provide a comprehensive understanding of these dynamics.

The results indicate that AI assistance is positively associated with employee voice behavior, suggesting that AI tools can empower employees to contribute more effectively to organizational decision-making. In contrast, STARA awareness is negatively associated with employee voice behavior, indicating that heightened awareness of these technologies may lead to concerns or anxieties that inhibit voice. Competence mediates the relationship between AI assistance and employee voice behavior, highlighting the importance of employees feeling capable when using

AI tools. Job insecurity also mediates this relationship, suggesting that concerns about job stability can impact how employees engage in voice behavior. Additionally, job insecurity mediates the relationship between STARA awareness and employee voice behavior, further emphasizing the role of psychological factors in shaping employee contributions. Furthermore, competence mediates the relationship between STARA awareness and employee voice behavior, indicating that employees' perceived ability to navigate STARA technologies is a critical factor. The anticipated findings are poised to significantly contribute to the management field by illuminating how AI influences employee behavior and decision-making processes. Additionally, the research will highlight the critical role of psychological factors in shaping employee engagement in voice behavior. By providing practical insights for organizations, this study aims to inform management practices and strategies that leverage AI effectively, fostering an environment where employees feel empowered to contribute their perspectives and insights in the workplace.

韩福丽

This thesis, titled “Exploring Effective Content Marketing Strategies: A Case Study of SmartSites,” investigates how a mid-sized digital agency successfully implements content marketing in a competitive online environment. With the growing importance of content-driven engagement, this study focuses on understanding how SmartSites leverages storytelling, educational content, and platform consistency to build brand trust, audience engagement, and customer loyalty.

The research adopts a qualitative case study approach, combining semi-structured interviews with SmartSites employees and secondary data analysis of company content and reports. Thematic analysis, supported by NVivo and Atlas.ti software, helped identify patterns and themes across data sources. The study applies Content Marketing Theory, the AIDA model, and the Hierarchy of Effects model to interpret findings within a theoretical framework.

The results show that SmartSites effectively uses value-driven, multi-platform content strategies, yet faces challenges such as limited resources, underuse of AI tools, and weak long-term performance tracking. Based on these findings, the thesis offers actionable recommendations for enhancing personalization, audience targeting, and strategic measurement.

This research provides both theoretical and practical value. It contributes to academic literature by bridging classic marketing theories with modern digital strategy, particularly in the underexplored context of mid-sized firms. It also offers practical insights for marketing professionals looking to scale content marketing with limited resources.

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