Song, Reo; Moisio, Risto; Kang, Moon Young - In: European Journal of Marketing 55 (2021) 6, pp. 1724-1746
Purpose: Virtual gifts have emerged as a common feature of online communities, social gaming and social networks. This paper aims to examine how network-related variables and gift-seeding impact virtual gift sales. The network variables include gift-giver centrality and gift-giving dispersion,...