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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.
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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  Data: <searchLink fieldCode="JN" term="%22Marketing+Science+%28INFORMS%29%22">Marketing Science (INFORMS)</searchLink>. Jul/Aug2025, Vol. 44 Issue 4, p894-915. 22p.
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      – Type: doi
        Value: 10.1287/mksc.2021.0242
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        Text: English
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              Text: Jul/Aug2025
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