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- W3124230089 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." @default.
- W3124230089 created "2021-02-01" @default.
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- W3124230089 date "2018-01-01" @default.
- W3124230089 modified "2023-10-17" @default.
- W3124230089 title "The Magic of Danmaku: A Social Interaction Perspective of Gift Sending on Live Streaming Platforms" @default.
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- W3124230089 doi "https://doi.org/10.2139/ssrn.3289119" @default.
- W3124230089 hasPublicationYear "2018" @default.
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