Opposing Influences of YouTube Influencers: Purchase and Usage Effects in the Video Game Industry
References
- (2019) Word of mouth, observed adoptions, and anime-watching decisions: The role of the personal vs. the community network. Marketing Sci. 38(4):567–583.Link, Google Scholar
- (1982) Formulation and estimation of dynamic models using panel data. J. Econometrics 18(1):47–82.Crossref, Google Scholar
- (2012) Learning from the crowd: Regression discontinuity estimates of the effects of an online review database. Econom. J. 122(563):957–989.Google Scholar
- (2020) Influencer marketing. Harvard Business School Technical Note 520-075, Boston.Google Scholar
- (2014) Digital complements or substitutes? A quasi-field experiment from the Royal National Theatre. J. Cultural Econom. 38(1):1–8.Crossref, Google Scholar
- (2024) Revenue generation through influencer marketing. J. Marketing 88(4):40–63.Crossref, Google Scholar
- (2017) Nintendo rule on live-streams highlights contentious relationship with YouTube. Accessed February 19, 2021, https://www.digitaltrends.com/gaming/nintendobanslivestreams/.Google Scholar
- (2010) The effects of online user reviews on movie box office performance: Accounting for sequential rollout and aggregation across local markets. Marketing Sci. 29(5):944–957.Link, Google Scholar
- (2015) Who is PewDiePie, the first person to ever hit 10 billion YouTube views? Accessed June 18, 2021, https://www.washingtonpost.com/news/the-intersect/wp/2015/09/09/who-is-pewdiepie-the-first-person-to-ever-hit-10-billion-youtube-views/?noredirect=on.Google Scholar
- (2017) Can YouTube Survive the Adpocalypse? Accessed March 19, 2021, http://nymag.com/selectall/2017/12/can-youtube-survive-the-adpocalypse.html.Google Scholar
- (2013) Valve lines up console partners in challenge to Microsoft, Sony. Accessed June 16, 2021, https://www.bloomberg.com/news/articles/2013-11-04/valve-lines-up-console-partners-in-challenge-to-microsoft-sony.Google Scholar
- (2007) Valuing new goods in a model with complementarity: Online newspapers. Amer. Econom. Rev. 97(3):713–744.Crossref, Google Scholar
- (2004) Using online conversations to study word-of-mouth communication. Marketing Sci. 23(4):545–560.Link, Google Scholar
- (2017) Tweeting as a marketing tool: A field experiment in the TV industry. J. Marketing Res. 54(6):833–850.Crossref, Google Scholar
- (2024) Influencer mix strategies in livestream commerce: Impact on product sales. J. Marketing 88(4):64–83.Crossref, Google Scholar
- (2017) Fair use, fair play: Video game performances and Let’s Plays as transformative use. Washington J. Law Tech. Arts 13(3):245.Google Scholar
- Handrahan M (2013) Nintendo targets user YouTube videos. Accessed March 26, 2021, https://www.gamesindustry.biz/articles/2013-05-16-nintendotargets-user-youtube-videos.Google Scholar
- (2024) Shaping the influencers: The role of multi-channel networks. Working paper, University of Rochester, Rochester, NY.Google Scholar
- (2020) Intertemporal demand spillover effects on video game platforms. Management Sci. 66(10):4788–4807.Link, Google Scholar
- (2009) Information and the skewness of music sales. J. Political Econom. 117(2):324–369.Crossref, Google Scholar
- Huang Y, Morozov I (2024) The promotional effects of live streams by Twitch influencers. Marketing Sci. Forthcoming.Google Scholar
- (2022) Voice analytics of online influencers. Working paper, Sungkyunkwan University, Seoul, South Korea.Google Scholar
- (2014) Television advertising and online search. Management Sci. 60(1):56–73.Link, Google Scholar
- (2022) Influencer marketing effectiveness. J. Marketing 86(6):93–115.Crossref, Google Scholar
- (2019) Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. J. Interactive Advertising 19(1):58–73.Crossref, Google Scholar
- (2016) The role of paid, earned, and owned media in building entertainment brands: Reminding, informing, and enhancing enjoyment. Marketing Sci. 35(1):142–157.Link, Google Scholar
- (2014) 15% of all YouTube videos relate to gaming: Minecraft & Pewdiepie FTW. Accessed December 6, 2020, http://tubularinsights.com/15-per-cent-youtube-gaming-videos/.Google Scholar
- (2017a) AT&T, Verizon pull ads from Google over “hate” videos. Accessed May 8, 2021, https://www.wsj.com/articles/at-t-pulling-ads-from-google-over-hate-videos-1490206824.Google Scholar
- (2017b) Google’s YouTube has continued showing brands’ ads with racist and other objectionable videos. Accessed May 8, 2021, https://www.wsj.com/articles/googles-youtube-has-continued-showing-brands-ads-with-racist-and-other-objectionable-videos-1490380551.Google Scholar
- (2017) Is playing video games on YouTube a copyright infringement? No one wants to find out—YouTubers playing video games online usually seen as free advertising for publishers. Accessed December 5, 2020, http://www.cbc.ca/news/entertainment/youtube-gaming-pewdiepie-fair-use-1.4309312.Google Scholar
- (2015) Fair play: Economic justification for applying fair use to the online streaming of video games. Boston Univ. J. Sci. Tech. Law 21(2):413.Google Scholar
- Rajaram P, Manchanda P (2024) Video influencers: Unboxing the mystique. Working paper, Western University, London, ON, Canada.Google Scholar
- (2020) Digitization and Pre-Purchase Information: The Causal and Welfare Impacts of Reviews and Crowd Ratings (National Bureau of Economic Research, Cambridge, MA).Google Scholar
- (2016) Music is just 4.3% of YouTube traffic, research shows. Accessed December 5, 2020, https://www.digitalmusicnews.com/2016/08/16/music-5-percent-youtube/.Google Scholar
- (2020) Celebrity vs. influencer endorsements in advertising: The role of identification, credibility, and product-endorser fit. Internat. J. Advertising 39(2):258–281.Crossref, Google Scholar
- (2017) Does online word of mouth increase demand? (And how?) Evidence from a natural experiment. Marketing Sci. 36(6):838–861.Link, Google Scholar
- (2021) TV advertising effectiveness and profitability: Generalizable results from 288 brands. Econometrica 89(4):1855–1879.Crossref, Google Scholar
- (2007) The effect of a magazine’s free digital content on its print circulation: Cannibalization or complementarity? Inform. Econom. Policy 19(3–4):344–361.Crossref, Google Scholar
- (2011) A dynamic model of the effect of online communications on firm sales. Marketing Sci. 30(4):702–716.Link, Google Scholar
- (2017) Valve reveals Steam’s monthly active user count and game sales by region. Accessed June 16, 2021, https://www.geekwire.com/2017/valve-reveals-steams-monthly-active-user-count-game-sales-region/.Google Scholar
- (2019) Minecraft is most popular game on YouTube in 2019 with 100bn views. Accessed March 26, 2021, https://www.gamesindustry.biz/articles/2019-12-06-minecraft-is-most-popular-game-on-youtube-in-2019-with-100bn-views.Google Scholar
- (2014) Why, when, and how much to entertain consumers in advertisements? A web-based facial tracking field study. Marketing Sci. 33(6):809–827.Link, Google Scholar
- (2024) Mega or micro? Influencer selection using follower elasticity. J. Marketing Res. 61(3):472–495.Crossref, Google Scholar
- (2012) Does chatter really matter? Dynamics of user-generated content and stock performance. Marketing Sci. 31(2):198–215.Link, Google Scholar
- (2018) Television ad-skipping, consumption complementarities and the consumer demand for advertising. Quant. Marketing Econom. 16(2):111–174.Crossref, Google Scholar
- (2020) The positive effect of not following others on social media. J. Marketing Res. 57(6):1152–1168.Crossref, Google Scholar
- (2019) YouTube’s list of the 10 most-watched video games of 2019 proves that new games aren’t the most popular online. Accessed June 11, 2021, https://www.businessinsider.com/youtube-most-watched-video-games-2019-ranked-2019-12.Google Scholar
- (2015) Nintendo is finally sharing ad revenue with YouTube users. Accessed June 11, 2021, https://www.theverge.com/2015/1/29/7938333/nintendo-youtube-affiliate-program.Google Scholar
- Woodridge JM (2010) Econometric Analysis of Cross Section and Panel Data, 2nd ed. (The MIT Press, Cambridge, MA).Google Scholar
- Yang J, Zhang J, Zhang Y (2024) Engagement that sells: Influencer video advertising on TikTok. Marketing Sci., ePub ahead of print December 20, https://doi.org/10.1287/mksc.2021.0107.Google Scholar
- Zhang W, Liu Z, Liu X, Muller E (2023) The power of livestream shopping: Boosting revenues and catalyzing spillovers. Working paper, Rice University, Houston.Google Scholar
- (2010) Impact of online consumer reviews on sales: The moderating role of product and consumer characteristics. J. Marketing 74(2):133–148.Crossref, Google Scholar

