What drives people to purchase virtual gifts in live streaming? The mediating role of flow
Live streaming, a new form of social media, is growing explosively due to its real-time interaction and new monetization model. Considering its popularity and unique features, it is important to gain a theoretical understanding of live streaming. Yet limited attention has been paid to it. This resea...
| Main Authors: | , , , |
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| Format: | Conference or Workshop Item |
| Published: |
2018
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| Subjects: | |
| Online Access: | https://eprints.nottingham.ac.uk/52604/ |