Opposing Influences of YouTube Influencers: Purchase and Usage Effects in the Video Game Industry

Leveraging a natural experiment, Adpocalypse, we show that influencer videos on YouTube substitute game purchases but complement game usage, offering insights for influencer strategy and aligning revenue models.

• 저널Marketing Science · 44(4) · 894–915
• 토픽Digital Marketing and Social Media · Sociology and Political Science
• DOI10.1287/mksc.2021.0242
• 저자Nan Li, Avery Haviv, Mitchell J. Lovett