Abstract
In this chapter, we conduct an empirical study using data from a live streaming platform to examine the impact of social incentives on users’ digital content contribution behavior. Our findings indicate that both social interaction and monetary rewards can increase users’ short-term frequency of content contribution and long-term retention on the platform. Furthermore, we observe that the effect of social interaction varies among users with different levels of experience on the platform.
This Chapter is derived, in part, from the article “Antecedents and Consequences of Gift-Receiving in Livestreaming: An Exploratory Study” published in Journal of Interactive Marketing on May 18, 2022, available online: https://journals.sagepub.com/doi/10.1177/10949968221095550.
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Notes
- 1.
Since broadcasters’ gift-receiving can only be observed on performing days, these three measures are missing on non-performing days.
- 2.
US Dollar to RMB Yuan exchange rate was around 6.5 in 2017.
- 3.
There are 20 observations (18 unique broadcasters) with 24-h broadcasting behavior in our dataset. It is possible for some broadcasters to continuously perform for 24Â h. Some specific content, such as traveling, fishing, and sleeping, can last for a long time. We also conduct robustness checks by excluding the broadcasters who ever continuously performed for 24Â h, and find that our results still hold.
- 4.
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Ma, X. (2023). Social Incentives and Digital Content Contribution. In: Social Influence on Digital Content Contribution and Consumption. Management for Professionals. Springer, Singapore. https://doi.org/10.1007/978-981-99-6737-7_5
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