Capitalizing on the spirit of giving: seeding virtual gift purchases in online social networks
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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… read more here.
Keywords: gift seeding; virtual gift; gift; gift purchases ... See more keywords