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The Power of Star Creators: Evidence from the Live Streaming Industry.

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Τίτλος: The Power of Star Creators: Evidence from the Live Streaming Industry.
Συγγραφείς: Qian, Kun (AUTHOR) kunqian@isenberg.umass.edu, Xie, Ying (AUTHOR)
Πηγή: Journal of Marketing Research (JMR). Feb2026, Vol. 63 Issue 1, p149-166. 18p.
Θεματικοί όροι: *Influencer marketing, *Internet marketing, Live streaming, Social media & economics, Internet content, Virtual communities
Περίληψη: In this article, the authors examine the impact of star creator exits on digital content markets, leveraging exogenous events on Twitch. Using a synthetic difference-in-differences approach, they estimate the causal effects of star creators' exits from the live streaming platform. Their findings reveal that, at the live streaming category level, the exit of a star creator leads to a sizable decrease in both content provision and consumption within the star creator's focal category. At the individual creator level, the effects are heterogeneous, varying by the creator's audience size and contractual status with the platform. Major creators reduce their content provision, while micro creators maintain their streaming activity, though both groups experience a decline in viewership. Additionally, contracted creators tend to sustain their content provision levels following a star creator's exit, whereas noncontracted creators exhibit a significant decline. Lastly, the authors find that the impact of a star creator's departure persists for several months, indicating a lasting effect at both the category and individual levels. [ABSTRACT FROM AUTHOR]
Copyright of Journal of Marketing Research (JMR) is the property of American Marketing Association and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Βάση Δεδομένων: Business Source Index
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  Data: The Power of Star Creators: Evidence from the Live Streaming Industry.
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  Data: <searchLink fieldCode="AR" term="%22Qian%2C+Kun%22">Qian, Kun</searchLink> (AUTHOR)<i> kunqian@isenberg.umass.edu</i><br /><searchLink fieldCode="AR" term="%22Xie%2C+Ying%22">Xie, Ying</searchLink> (AUTHOR)
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  Data: <searchLink fieldCode="JN" term="%22Journal+of+Marketing+Research+%28JMR%29%22">Journal of Marketing Research (JMR)</searchLink>. Feb2026, Vol. 63 Issue 1, p149-166. 18p.
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  Data: *<searchLink fieldCode="DE" term="%22Influencer+marketing%22">Influencer marketing</searchLink><br />*<searchLink fieldCode="DE" term="%22Internet+marketing%22">Internet marketing</searchLink><br /><searchLink fieldCode="DE" term="%22Live+streaming%22">Live streaming</searchLink><br /><searchLink fieldCode="DE" term="%22Social+media+%26+economics%22">Social media & economics</searchLink><br /><searchLink fieldCode="DE" term="%22Internet+content%22">Internet content</searchLink><br /><searchLink fieldCode="DE" term="%22Virtual+communities%22">Virtual communities</searchLink>
– Name: Abstract
  Label: Abstract
  Group: Ab
  Data: In this article, the authors examine the impact of star creator exits on digital content markets, leveraging exogenous events on Twitch. Using a synthetic difference-in-differences approach, they estimate the causal effects of star creators' exits from the live streaming platform. Their findings reveal that, at the live streaming category level, the exit of a star creator leads to a sizable decrease in both content provision and consumption within the star creator's focal category. At the individual creator level, the effects are heterogeneous, varying by the creator's audience size and contractual status with the platform. Major creators reduce their content provision, while micro creators maintain their streaming activity, though both groups experience a decline in viewership. Additionally, contracted creators tend to sustain their content provision levels following a star creator's exit, whereas noncontracted creators exhibit a significant decline. Lastly, the authors find that the impact of a star creator's departure persists for several months, indicating a lasting effect at both the category and individual levels. [ABSTRACT FROM AUTHOR]
– Name: AbstractSuppliedCopyright
  Label:
  Group: Ab
  Data: <i>Copyright of Journal of Marketing Research (JMR) is the property of American Marketing Association and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.)
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RecordInfo BibRecord:
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    Identifiers:
      – Type: doi
        Value: 10.1177/00222437251359163
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      – Code: eng
        Text: English
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      Pagination:
        PageCount: 18
        StartPage: 149
    Subjects:
      – SubjectFull: Influencer marketing
        Type: general
      – SubjectFull: Internet marketing
        Type: general
      – SubjectFull: Live streaming
        Type: general
      – SubjectFull: Social media & economics
        Type: general
      – SubjectFull: Internet content
        Type: general
      – SubjectFull: Virtual communities
        Type: general
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              Text: Feb2026
              Type: published
              Y: 2026
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