The Promotional Effects of Live Streams by Twitch Influencers

Live streaming of video games has a small and positive effect on consumers’ usage and purchases of these games, suggesting that most games do not profit from sponsoring live streams by influencers.

• 저널Marketing Science · 44(4) · 916–932
• 토픽Digital Marketing and Social Media · Sociology and Political Science
• DOI10.1287/mksc.2022.0400
• 저자Yufeng Huang, Ilya Morozov