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Published in 2021 at "European Journal of Marketing"
DOI: 10.1108/ejm-01-2019-0046
Abstract: Purpose Virtual gifts have emerged as a common feature of online communities, social gaming and social networks. This paper aims to examine how network-related variables and gift-seeding impact virtual gift sales. The network variables include…
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Keywords:
gift seeding;
virtual gift;
gift;
gift purchases ... See more keywords