标题： 忠诚于创作者会稀释对推广产品的忠诚吗？ 考察直播内容对游戏使用的影响的异质性效应 显示英文标题

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

摘要： 社交媒体平台催生了在线消费社区，或称为粉丝群体，这些群体涉及围绕某些核心产品或知识产权的辅助创作者和消费者之间的复杂网络。 例如，视频游戏社区包括以特定视频游戏为中心的玩家和内容创作者网络。 这些网络是复杂的，因为视频游戏出版商经常赞助创作者，但创作者和出版商可能有不同的激励措施。 具体来说，创作者可能会从以核心游戏为代价来建立自己受众的内容中受益。 我们的研究调查了观看直播内容与参与特定视频游戏之间的关系。 我们利用直播平台意外的服务中断和用户时区差异，检验观看直播内容对特定游戏后续游戏时间的因果影响。 我们发现，直播内容显著增加了游戏时间，直播观看分钟数增加10%会导致游戏时间增加3.08%。 我们还探讨了这种效应如何因用户对不同类型的主播频道（公司拥有、大型和微型）的忠诚度而有所不同。 直播内容的正面效应对于微型主播最大，而对于大型主播最小。 这些发现对公司在分配赞助资源时具有重要意义。 显示英文摘要

摘要： 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.