Community Gifting and Recipients’ Engagement with Peers and Influencers: Evidence from Natural Experiments on Twitch

Community gifting, the phenomenon of donating digital goods to peers without selecting specific recipients, is one of live streaming's key social technologies for engaging online communities. In this study, the authors investigate the causal relationship between receiving a community gift and t...

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Veröffentlicht in:Journal of interactive marketing 2025-02, Vol.60 (1), p.83-99
Hauptverfasser: Chaudhry, Alexander, Wang, Yang, Ouyang, Erya
Format: Artikel
Sprache:eng
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