Frontiers: Pirating Foes or Creative Friends? Effects of User-Generated Condensed Clips on Demand for Streaming Services

Guangxin Yang
Guangxin Yang
[email protected]
https://orcid.org/0000-0002-6930-8658
Guanghua School of Management, Peking University, Beijing 100871, China
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Yingjie Zhang
Corresponding Author
Yingjie Zhang
[email protected]
https://orcid.org/0000-0003-0745-2563
Guanghua School of Management, Peking University, Beijing 100871, China
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Hongju Liu
Hongju Liu
[email protected]
Guanghua School of Management, Peking University, Beijing 100871, China
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Guangxin Yang

[email protected]

https://orcid.org/0000-0002-6930-8658

Guanghua School of Management, Peking University, Beijing 100871, China

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,

Corresponding Author

Yingjie Zhang

[email protected]

https://orcid.org/0000-0003-0745-2563

Guanghua School of Management, Peking University, Beijing 100871, China

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,

Hongju Liu

[email protected]

Guanghua School of Management, Peking University, Beijing 100871, China

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Published Online:20 Mar 2024https://doi.org/10.1287/mksc.2023.0031

Supplemental Material

mksc.2023.0031.sm1.pdf

The replication files for this article are available HERE.

cover image Marketing Science

Volume 43, Issue 3

May-June 2024

Pages 469-496, iii

Article Information

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Received:January 21, 2023
Accepted:February 14, 2024
Published Online:March 20, 2024

Copyright © 2024, INFORMS

Cite as

Guangxin Yang, Yingjie Zhang, Hongju Liu (2024) Frontiers: Pirating Foes or Creative Friends? Effects of User-Generated Condensed Clips on Demand for Streaming Services. Marketing Science 43(3):469-478.

https://doi.org/10.1287/mksc.2023.0031

Keywords

Acknowledgments

The authors thank Xing Li, Qiaowei Shen, Xueming Luo, Yuxin Chen, Ying Lei, and seminar and conference participants at Peking University, 2023 Marketing Science Conference, Marketing and Creator Economy Conference, and 2022 China Journal of Marketing Science Conference for valuable suggestions and the senior editor, associate editor, and anonymous reviewers who helped improve the paper. All errors are our own.