... and shares a positive linear relationship with viewers' gift-giving behavior. Furthermore, broadcaster popularity significantly moderates the effect of social interaction-oriented content on viewers' purchasing and gift-giving behaviors. Originality/value This research enriches the literature on live...

... networks of interpersonal relationships influence gift-giving behavior (Hollenbeck et al., 2006). Furthermore, the context of live video streaming is an ideal social network environment for audience members to develop positive mianzi because gifting is a form of impression management (Liu...