Virtual gift donation on live streaming apps: the moderating effect of social presence
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DOI: 10.1080/22041451.2021.1889190
Abstract: ABSTRACT Some types of live streaming platforms allow viewers to purchase virtual gifts and donate them to streamers. In the Greater China area, the purchase and donation of virtual gifts have created a unique ecological… read more here.
Keywords: gift donation; donation; social presence; virtual gift ... See more keywords
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