The Promotional Effects of Live Streams by Twitch Influencers

Live streaming of video games has a small and positive effect on consumers’ usage and purchases of these games, suggesting that most games do not profit from sponsoring live streams by influencers.

Authors

Yufeng Huang (ORCID: https://orcid.org/0000-0002-7342-1979)
Ilya Morozov (ORCID: https://orcid.org/0000-0003-1185-4215)

Institutions

Northwestern University (US)
University of Rochester (US)

Publication Details

Journal: Marketing Science
Published: 2025-02-20
DOI: https://doi.org/10.1287/mksc.2022.0400
Citations: 10
Primary Topic: Digital Marketing and Social Media
Type: article
Field-Weighted Citation Impact: 33.61

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article

The Promotional Effects of Live Streams by Twitch Influencers

Yufeng Huang, Ilya Morozov

Feb 20, 2025

10 citations

Marketing Science

Digital Marketing and Social Media

33.61

article

The Promotional Effects of Live Streams by Twitch Influencers

Yufeng Huang, Ilya Morozov

February 20, 2025article en

10 citations

Abstract

Live streaming of video games has a small and positive effect on consumers’ usage and purchases of these games, suggesting that most games do not profit from sponsoring live streams by influencers.

Marketing ScienceVol. 44(4)

Northwestern University (US), University of Rochester (US)

Openalex Percentile: Top 0%

Digital Marketing and Social Media

33.61

DOI Source OpenAlex

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