Opposing Influences of YouTube Influencers: Purchase and Usage Effects in the Video Game Industry
利用YouTube的Adpocalypse自然实验，发现网红视频替代了游戏购买但促进了游戏使用，为网红策略和收入模式调整提供参考。
Leveraging a natural experiment, Adpocalypse, we show that influencer videos on YouTube substitute game purchases but complement game usage, offering insights for influencer strategy and aligning revenue models.