9.10 Live Streaming

(Y. Lin, Yao, and Chen 2021): found that happy streamers can make audience happier and tip more. This effect is bigger for broadcaster with more experience, receive more tips, and popular.

References

Lin, Yan, Dai Yao, and Xingyu Chen. 2021. “Happiness Begets Money: Emotion and Engagement in Live Streaming.” Journal of Marketing Research 58 (3): 417–38. https://doi.org/10.1177/00222437211002477.