Can Loyalty to Creators Dilute Loyalty to Promoted Products? Examining the Heterogeneous Effects of Live-Streamed Content on Video Game Usage – MSI

Working Paper

Can Loyalty to Creators Dilute Loyalty to Promoted Products? Examining the Heterogeneous Effects of Live-Streamed Content on Video Game Usage

Wooyong Jo, Mike Lewis and Yanwen Wang

Dec 20, 2024

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Uses the “natural experiment” of an interruption in Twitch.tv to determine the impact of livestreaming influencers on pre/post online gaming activity.

Topics

brands & branding Consumer Behavior & Insights Marketing Capabilities Social Media & Social Influencers

research recap

How to Win Online Gamers and Influence Audiences

How does livestreaming affect online gaming communities? Mega influencers reach larger audiences but may compete with rather than complement gaming. Micro influencers have smaller audiences whose loyalty creates a sense of intimacy and engagement with gaming. Corporate accounts may have credibility but can put off gamers if seen as marketing.

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