Social Influence on Digital Content Contribution and Consumption: Theories, Empirical Analyses, and Practices (Management for Professionals)

Preface
Acknowledgments
Contents
Part I Digital Content, PWYW Pricing, and Social Influence
1 Introduction to Digital Content
	1.1 The Emergence of Digital Content
	1.2 Social Media as a Channel for Digital Content Distribution
	1.3 Digital Content in a Social World
	1.4 Organization of Book
	Reference
2 Incentives for Digital Content Contribution
	2.1 Monetary Incentives for Digital Content Contribution
	2.2 Non-monetary Incentives for Digital Content Contribution
	References
3 Motives for Digital Content Consumption
	3.1 Pay-What-You-Want Pricing
		3.1.1 Buyer-Related Factors to PWYW
		3.1.2 Seller-Related Factors to PWYW
		3.1.3 Context-Related Factors to PWYW
	3.2 Social Aspects of Digital Content Consumption
		3.2.1 Social Presence
		3.2.2 Social Influence
		3.2.3 Social Comparison
		3.2.4 Social Loafing
	3.3 Motives for Digital Content Consumption for a Social Aspect
	References
4 Digital Content Contribution and Consumption in Live Streaming
	4.1 Live Streaming Industry
	4.2 Stakeholders in Live Streaming
	4.3 Related Literature
	4.4 Data Description
		4.4.1 Broadcaster Side Patterns
		4.4.2 Viewer Side Patterns
	4.5 Empirical Results
		4.5.1 What Factors Are Associated with Gifting?
		4.5.2 What Is the Relationship Between Gifting and Retention?
		4.5.3 How is Live Streaming Development Influenced by Economic and Geographic Factors?
	4.6 Summary
	References
Part II Social Influence in Digital Content Contribution
5 Social Incentives and Digital Content Contribution
	5.1 Introduction
	5.2 Theoretical Background
	5.3 Hypotheses Development
	5.4 Empirical Background and Data
	5.5 Analysis and Results
		5.5.1 Short-Term Consequence of Social Incentives
		5.5.2 Long-Term Consequence of Social Incentives
		5.5.3 Robustness Checks
	5.6 Summary
	References
6 Dynamics of Digital Content Contribution, Monetary Incentive, and Social Interaction
	6.1 Introduction
	6.2 Theoretical Background and Hypotheses
	6.3 Empirical Background and Data
	6.4 Analysis and Results
		6.4.1 Empirical Model
		6.4.2 Main Results
		6.4.3 Robustness Checks
		6.4.4 Heterogeneity Analysis
	6.5 Summary
	References
Part III Social Influence in Digital Content Consumption
7 Social Interaction and Digital Content Consumption
	7.1 Introduction
	7.2 Theoretical Background
	7.3 Hypotheses Development
	7.4 Empirical Background and Data
	7.5 Analysis and Results
		7.5.1 Main Analysis
		7.5.2 Robustness Checks
	7.6 Summary
	References
8 Dynamics of Digital Content Consumption and Social Norm
	8.1 Introduction
	8.2 Literature Review
	8.3 Empirical Background and Data
		8.3.1 Empirical Background
		8.3.2 Data Description
	8.4 Data Patterns and Potential Explanations
		8.4.1 Data Patterns
		8.4.2 Potential Explanations
	8.5 Analysis and Results
		8.5.1 Empirical Model
		8.5.2 Day-Level Results
		8.5.3 Session-Level Results
		8.5.4 The Role of Social Norms
	8.6 Summary
		8.6.1 Theoretical Contribution
		8.6.2 Managerial Implication
		8.6.3 Limitation and Future Research Agenda
	References
Part IV Discussion and Conclusion
9 Conclusion Summary
	9.1 Theoretical Discussion
	9.2 Empirical Conclusion
	9.3 Practical Implications
	References
10 Future Research Agenda
	10.1 Recommendations for Research in Digital Content Contribution
	10.2 Recommendations for Research in Digital Content Consumption
	10.3 Recommendations for Research in Live Streaming
	Reference