Opposing Influences of YouTube Influencers: Purchase and Usage Effects in the Video Game Industry.
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| Title: | Opposing Influences of YouTube Influencers: Purchase and Usage Effects in the Video Game Industry. |
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| Authors: | Li, Nan1 (AUTHOR) nanli88@tongji.edu.cn, Haviv, Avery2 (AUTHOR) avery.haviv@simon.rochester.edu, Lovett, Mitchell J.2 (AUTHOR) mitch.lovett@simon.rochester.edu |
| Source: | Marketing Science (INFORMS). Jul/Aug2025, Vol. 44 Issue 4, p894-915. 22p. |
| Database: | Business Source Ultimate |
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| ISSN: | 07322399 |
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| DOI: | 10.1287/mksc.2021.0242 |
