國立虎尾科技大學 |

Understanding the Value of Organic Celebrity Influence and Peer Effects : = Insights from the Video Game Industry.

紀錄類型:	書目-語言資料,手稿 : Monograph/item
正題名/作者:	Understanding the Value of Organic Celebrity Influence and Peer Effects :/
其他題名:	Insights from the Video Game Industry.
作者:	Vijayaraghavan, Sriniketh.
面頁冊數:	1 online resource (116 pages)
附註:	Source: Dissertations Abstracts International, Volume: 85-12, Section: A.
Contained By:	Dissertations Abstracts International85-12A.
標題:	Web studies. -
電子資源:	click for full text (PQDT)
ISBN:	9798382826387

Understanding the Value of Organic Celebrity Influence and Peer Effects : = Insights from the Video Game Industry.
Vijayaraghavan, Sriniketh.

Understanding the Value of Organic Celebrity Influence and Peer Effects :Insights from the Video Game Industry. - 1 online resource (116 pages)

Source: Dissertations Abstracts International, Volume: 85-12, Section: A.

Thesis (Ph.D.)--The University of Wisconsin - Madison, 2024.

Includes bibliographical references

This dissertation explores the complex interplay between organic influencer effects, peer influence, and product usage within the context of the popular video game, Dota 2. The Organic Influencer Effect (OIE) refers to the impact of the revealed, unsponsored preferences of influencers on the behavior of individuals who observe them. By leveraging a comprehensive dataset spanning four years and consisting of gameplay and social network data from over 1.2 million Dota 2 players, this study employs rigorous econometric techniques to provide valuable insights into the joint impact of organic influence and peer effects on consumer behavior. The findings reveal a significant positive impact of both influencer product usage and peer product usage on amateur players' adoption of the same products. However, the analysis also uncovers a persistent negative interaction effect between influencer and peer effects, suggesting that the presence of influencers may be diminishing the impact of peer influence. Further investigation into the underlying mechanism suggests that the OIE is primarily driven by imitation, as amateur players seek to emulate the product choices of influential players, while peer effects are mainly a result of trusted and personalized recommendations from friends and acquaintances. The study also explores contextual and strategic variations in influencer product usage, such as the impact of early product selections during tournament drafts as well as influencer impact on solo play versus team-based play, to strengthen the robustness of the results. Additionally, the role of imitation as a key driver of OIE is highlighted, particularly in the adoption patterns of complex cosmetic items. The insights gained from this research have implications for marketers and product managers seeking to understand and leverage the power of organic influencer marketing across various industries.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2024

Mode of access: World Wide Web

ISBN: 9798382826387Subjects--Topical Terms:

1148502
Web studies.
Subjects--Index Terms:

Organic influencer effectsIndex Terms--Genre/Form:

554714
Electronic books.

Understanding the Value of Organic Celebrity Influence and Peer Effects : = Insights from the Video Game Industry.
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