The Promotional Effects of Live Streams by Twitch Influencers

The paper was previously circulated with the title “Video Advertising by Twitch Influencers.” The authors thank Giovanni Compiani, Jean-Pierre Dubé, Brett Gordon, Avery Haviv, Wes Hartmann, Przemyslaw Jeziorski, Minkyung Kim, Yewon Kim, Ivan Li, Nan Li, Mitch Lovett, Davide Proserpio, Stephan Seiler, Andrey Simonov, Anna Tuchman, Jeremy Yang, as well as seminar and conference participants at the University of California Riverside, University of Delaware, University of Houston, Hong Kong University of Science and Technology, the 2021–2023 Marketing Science Conferences, the 2022 Summer Institute for Competitive Strategy, University of Rochester, Tilburg University, and the 2023 Workshop for Economics of Advertising and Marketing for their helpful comments and suggestions. The authors also thank James Ryan for excellent research assistance, and the authors thank John Johnson and Will Thompson for helping us access Comscore Data. All errors are our own. All authors certify that they have no affiliations with or involvement in any organization or entity with any financial interest or non-financial interest in the subject matter or materials discussed in this manuscript. The authors have no funding to report.