Abstract
In this chapter, our attention shifts to the subject of digital content consumption. This chapter explores how social interaction influences users’ content consumption behavior and examines how this effect varies based on the contributors’ level of experience. Our findings reveal a positive correlation between users’ social interaction and gift sending, particularly among contributors with high levels of content provision experience. This research underscores the significance of social influence in digital content consumption.
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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Ma, X. (2023). Social Interaction and Digital Content Consumption. In: Social Influence on Digital Content Contribution and Consumption. Management for Professionals. Springer, Singapore. https://doi.org/10.1007/978-981-99-6737-7_7
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