Skip to main content
We gratefully acknowledge support from the Simons Foundation, member institutions, and all contributors. Donate
arXiv logo
Cornell University Logo

Economics > General Economics

arXiv:2411.01103 (econ)
[Submitted on 2 Nov 2024]

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

Authors:Wooyong Jo, Mike Lewis, Yanwen Wang
View PDF
Abstract:Social media platforms have led to online consumption communities, or fandoms, that involve complex networks of ancillary creators and consumers focused on some core product or intellectual property. For example, video game communities include networks of players and content creators centered around a specific video game. These networks are complex in that video game publishers often sponsor creators, but creators and publishers may have divergent incentives. Specifically, creators can potentially benefit from content that builds their own following at the expense of the core game. Our research investigates the relationship between consuming live-streamed content and engagement with a specific video game. We examine the causal effect of viewing live-streamed content on subsequent gameplay for a specific game, using an unexpected service interruption of the livestreaming platform and time zone differences among users. We find live-streamed content significantly increases gameplay as a 10% increase in live-streamed viewing minutes results in a 3.08% increase in gameplay minutes. We also explore how this effect varies by user loyalty to different types of streamer channels (firm-owned, mega, and micro). The positive effects of live-streamed content are greatest for micro-streamers and smallest for mega-streamers. These findings are salient for firms allocating sponsorship resources.
Comments: 51 pages, 9 Tables, 6 Figures
Subjects: General Economics (econ.GN)
Cite as: arXiv:2411.01103 [econ.GN]
  (or arXiv:2411.01103v1 [econ.GN] for this version)
  https://doi.org/10.48550/arXiv.2411.01103

Submission history

From: Wooyong Jo [view email]
[v1] Sat, 2 Nov 2024 01:55:58 UTC (1,524 KB)
Full-text links:

Access Paper:

  • View PDF
  • Other Formats
license icon view license
Current browse context:
econ.GN
< prev   |   next >
new | recent | 2024-11
Change to browse by:
econ
q-fin
q-fin.EC

References & Citations

export BibTeX citation

Bookmark

BibSonomy logo Reddit logo

Bibliographic and Citation Tools

Bibliographic Explorer (What is the Explorer?)
Connected Papers (What is Connected Papers?)
Litmaps (What is Litmaps?)
scite Smart Citations (What are Smart Citations?)

Code, Data and Media Associated with this Article

alphaXiv (What is alphaXiv?)
CatalyzeX Code Finder for Papers (What is CatalyzeX?)
DagsHub (What is DagsHub?)
Gotit.pub (What is GotitPub?)
Hugging Face (What is Huggingface?)
Papers with Code (What is Papers with Code?)
ScienceCast (What is ScienceCast?)

Demos

Replicate (What is Replicate?)
Hugging Face Spaces (What is Spaces?)
TXYZ.AI (What is TXYZ.AI?)

Recommenders and Search Tools

Influence Flower (What are Influence Flowers?)
CORE Recommender (What is CORE?)

arXivLabs: experimental projects with community collaborators

arXivLabs is a framework that allows collaborators to develop and share new arXiv features directly on our website.

Both individuals and organizations that work with arXivLabs have embraced and accepted our values of openness, community, excellence, and user data privacy. arXiv is committed to these values and only works with partners that adhere to them.

Have an idea for a project that will add value for arXiv's community? Learn more about arXivLabs.

Which authors of this paper are endorsers? | Disable MathJax (What is MathJax?)