Purpose Virtual goods consumption has risen dramatically in recent years. Recognizing the benefits of virtual goods in generating revenue for online game companies, marketers strive to understand the motives behind virtual goods purchases. We investigated the direct and indirect effects of...

A powerful trend in the past few years, accelerated by the recent COVID-19 pandemic, is the movement of social activities from in-person events to digital platforms. There is considerable debate about the limits of this virtualization. In particular, the question of whether virtual events on...