题　目：Opposing Influences of YouTube Influencers: Purchase and Usage Effects in the Video Game Industry

嘉　宾：李楠 助理教授 同济大学

主持人：才凤艳 教授 BAT365唯一官网

时　间：2024年6月17日（周一）13:30-15:00

地　点：BAT365唯一官网 徐汇校区 安泰经济与管理学院B207

内容简介:

Influencers promote firms' products by posting content such as videos on social media platforms. For entertainment products, these posts could substitute or complement demand for the original entertainment product. We study video games, the largest entertainment product category comprising 1/3 of YouTube traffic, using a large daily panel data set on thousands of video games. Leveraging a supply shock on YouTube called the ``Adpocalypse'', we measure the impact of influencer videos on purchase and usage of games. We provide evidence that on average influencer video posts substitute to video games for purchases but complement for usage. We also find that influencer effects differ across firms. Managers can use these results to align the influencer effects they face with their revenue models, such as using in-game purchases or a subscription model when facing complements on usage.

演讲人简介：

Nan Li is an assistant professor of marketing at the School of Economics and Management, Tongji University. Nan received his Ph.D. in Business Administration from the Simon Business School, University of Rochester. His research primarily focused on marketing problems on digital platforms and combines econometric and machine learning models with real world data to provide insights into business solutions. His work on demand spillovers on video game platforms has been published in Management Science and is the finalist for 2023 Management Science marketing department best paper awards.

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