Workshop’s Topic: With the rise of video platforms like YouTube, video-based User-Generated Content (VUGC) has become key in consumers’ purchase decisions. Unlike conventional UGC, VUGC offers a direct-like experience that may substitute product demand by satisfying consumer’s need. Our analysis of mobile games reveals that while VUGC generally boosts revenue, high viewer satisfaction and longer content reduce this effect, indicating a trade-off between VUGC’s promotional and substitutional impacts. This study broadens UGC literature by introducing VUGC’s unique substitution effect on product demand.

Time and Location: 14:00 PM (GMT+8), Room A523 (School of Management)

Language: English