Yang, Chen, Phairor, Klairoong, Sun, Yan and Liu, Xiaoqin (2023) 'I just need one more rose.’ Gift-giving on TikTok live streaming. In: Academy of Marketing Annual Conference 2023, July 3rd - 6th, 2023, University of Birmingham. (Unpublished)

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Abstract

Live streaming is a fast-growing media where broadcasters perform in real-time, and viewers watch live content simultaneously. This study aims to examine TikTok creators’ strategies in turning audience affection into financial gains through the function of ‘virtual gifting’. Specifically, this study focuses on the extent to which creators affect viewers’ desire to express their social status, fortify their social group, conform with group norms, and fulfil their need for emotional bonds

Item Type:	Conference or Conference Paper (Paper)
Uncontrolled Keywords:	live streaming; TikTok; virtual gift-giving
Subjects:	B Philosophy. Psychology. Religion > BF Psychology G Geography. Anthropology. Recreation > GT Manners and customs H Social Sciences > HB Economic Theory
Faculty / School / Research Centre / Research Group:	Faculty of Business Faculty of Business > Department of Marketing, Events & Tourism
Last Modified:	25 Apr 2023 15:22
URI:	http://gala.gre.ac.uk/id/eprint/41794

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