The Promotional Effects of Live Streams by Twitch Influencers
影响力营销
溪流
业务
广告
营销
计算机科学
关系营销
市场营销管理
计算机网络
作者
Yufeng Huang,Ilya Morozov
出处
期刊：Marketing Science [Institute for Operations Research and the Management Sciences] 日期：2025-02-20
标识
DOI：10.1287/mksc.2022.0400
摘要
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.
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