The influence of firm-Generated video on user-Generated video: Evidence from China

We examined the impact of firm-generated content on firm-related user-generated content. Researches have proven that impacts firm revenue. Therefore, it is necessary to determine what factors stimulate creation Creating videos related companies (e.g. E-sports) Chinese online video platforms often includes use as material. It may suggest play an essential role in influencing Internet users create collected a unique dataset using Python web crawler and used LSDV model for empirical analysis, including 2977 49860 videos, explore attributes videos. The results show some significant video. number comments coins positively affects while favorite negatively also found difference how feel about likelihood creating their original User engagement user brand identity FGV stimulating authors can maximize by targeting based these attributes. firms further investigate theories motivational factors, such consumer engagement, identity, perceived usefulness