With the rapid advancement of mobile internet, UGC video platforms have become integral to the daily lives of young generations. For content creators on these platforms, sharing videos sponsored by corporations is the primary method to monetize their work. In a study published in the KeAi journal "Journal of Digital Economy", a group of researchers from Tsinghua University and Tongji University in China, delve into the impact of video content sponsorship and sponsorship disclosure on consumer engagement
With the rapid evolution of mobile internet technology, UGC video platforms have seamlessly integrated into the daily routines of today's younger generations. For content creators on these platforms, the primary avenue to monetize their work is through the sharing of sponsored videos from corporations.
In a new study published in the Journal of Digital Economy by a team of researchers from Tsinghua University and Tongji University in China, the effects of video content sponsorship and the disclosure of such sponsorships on consumer engagement are explored.
