The DOI matches its Crossref record; 1 of the 1 references it cites were found in a registry or an index.
The magic of danmaku: A social interaction perspective of gift sending on live streaming platforms
Open accessAbstract
Abstract A novel function of live streaming is that viewers can send paid gifts to broadcasters. In addition, viewers can engage with broadcasters by sending danmaku, a type of comment scrolled across the screen in real time. This paper investigates the role of viewers’ social interaction in paid gifting on live streaming platforms. We argue that viewer-viewer interaction can prompt paid gifting by affecting viewers’ arousal level through stimuli extracted from danmaku. Types of danmaku-related stimuli are presence of others, social competition, and emotional stimuli. Specifically, presence of others is measured by total number of words; social competition by debate level; and emotional stimuli by similarity of danmaku, number of excitement-related words, and number of emoji. Using data from a major live streaming platform in China, empirical results show that except for number of emoji, the other four variables positively affect paid gifting.
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The need to belong: Desire for interpersonal attachments as a fundamental human motivation.
Baumeister, R. F., & Leary, M. R. (1995) · Psychological Bulletin · doi:10.1037//0033-2909.117.3.497 · Cited by 23,245
Cited by
Lv, X., Zhang, R., Su, Y., & Yang, Y. (2022) · Journal of Travel & Tourism Marketing · doi:10.1080/10548408.2022.2052227 · Cited by 180
Metadata
- Authors
- Zhou, J., Zhou, J., Ding, Y., & Wang, H.
- Venue
- Electronic Commerce Research and Applications
- Publisher
- Elsevier BV
- Published
- 2019-03
- Volume
- 34
- Pages
- 100815
- ISSN
- 1567-4223 (ISSN-L)
- OpenAlex
- W2900812083
- Cited by
- 274
- References
- 1
- FWCI
- 18.23
- Type
- journal article
- Language
- en
- Open access
- green
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- Zhou, J., Zhou, J., Ding, Y., & Wang, H. (2019). The magic of danmaku: A social interaction perspective of gift sending on live streaming platforms. Electronic Commerce Research and Applications. https://doi.org/10.1016/j.elerap.2018.11.002
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