Mega Influencers versus Niche Creators: An Empirical Study of Streamer Influence on Endorsed Product Usage

Working Paper

Author(s): Wooyong Jo, Mike Lewis and Yanwen Wang

Jul 1, 2026

Download

Uses the “natural experiment” of an interruption in Twitch.tv to determine the impact of livestreaming influencers on pre/post online gaming activity.

Topics

brands & branding Consumer Behavior & Insights Marketing Capabilities Social Media & Social Influencers

By using MSI.org you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.