#2687. One good turn deserves another: Antecedents of online karaoke paid gift-sending from social exchange perspectives

November 2026publication date
Proposal available till 30-05-2025
4 total number of authors per manuscript3510 $

The title of the journal is available only for the authors who have already paid for
Journal’s subject area:
Economics, Econometrics and Finance (miscellaneous);
Human-Computer Interaction;
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Abstract:
The article presents the motivation for sending paid gifts in the context of online karaoke in terms of social exchange using the theory of social exchange. Observing 11,640 online karaoke users over the course of one year, it was found that their gift-sending behavior followed the more subscribers-more gifts and more-receive-more-send patterns.
Keywords:
Digital marketing; Paid gift-sending; Reciprocation; Social exchange theory; Status seeking

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