Daily Papers

Social media platforms have led to online consumption communities, or fandoms, that involve complex networks of ancillary creators and consumers focused on some core product or intellectual property. For example, video game communities include networks of players and content creators centered around a specific video game. These networks are complex in that video game publishers often sponsor creators, but creators and publishers may have divergent incentives. Specifically, creators can potentially benefit from content that builds their own following at the expense of the core game. Our research investigates the relationship between consuming live-streamed content and engagement with a specific video game. We examine the causal effect of viewing live-streamed content on subsequent gameplay for a specific game, using an unexpected service interruption of the livestreaming platform and time zone differences among users. We find live-streamed content significantly increases gameplay as a 10% increase in live-streamed viewing minutes results in a 3.08% increase in gameplay minutes. We also explore how this effect varies by user loyalty to different types of streamer channels (firm-owned, mega, and micro). The positive effects of live-streamed content are greatest for micro-streamers and smallest for mega-streamers. These findings are salient for firms allocating sponsorship resources.

Short-video platforms have rapidly become a new generation of information retrieval systems, where users formulate queries to access desired videos. However, user queries, especially long-tail ones, often suffer from spelling errors, incomplete phrasing, and ambiguous intent, resulting in mismatches between user expectations and retrieved results. While large language models (LLMs) have shown success in long-tail query rewriting within e-commerce, they struggle on short-video platforms, where proprietary content such as short videos, live streams, micro dramas, and user social networks falls outside their training distribution. To address this challenge, we introduce CardRewriter, an LLM-based framework that incorporates domain-specific knowledge to enhance long-tail query rewriting. For each query, our method aggregates multi-source knowledge relevant to the query and summarizes it into an informative and query-relevant knowledge card. This card then guides the LLM to better capture user intent and produce more effective query rewrites. We optimize CardRewriter using a two-stage training pipeline: supervised fine-tuning followed by group relative policy optimization, with a tailored reward system balancing query relevance and retrieval effectiveness. Offline experiments show that CardRewriter substantially improves rewriting quality for queries targeting proprietary content. Online A/B testing further confirms significant gains in long-view rate (LVR) and click-through rate (CTR), along with a notable reduction in initiative query reformulation rate (IQRR). Since September 2025, CardRewriter has been deployed on Kuaishou, one of China's largest short-video platforms, serving hundreds of millions of users daily.