英文标题：
《Gift Contagion in Online Groups: Evidence From WeChat Red Packets》
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作者：
Yuan Yuan, Tracy Liu, Chenhao Tan, Qian Chen, Alex Pentland, Jie Tang
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最新提交年份：
2021
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英文摘要：
  Gifts are important instruments for forming bonds in interpersonal relationships. Our study analyzes the phenomenon of gift contagion in online groups. Gift contagion encourages social bonds of prompting further gifts; it may also promote group interaction and solidarity. Using data on 36 million online red packet gifts on China\'s social site WeChat, we leverage a natural experimental design to identify the social contagion of gift giving in online groups. Our natural experiment is enabled by the randomization of the gift amount allocation algorithm on WeChat, which addresses the common challenge of causal identifications in observational data. Our study provides evidence of gift contagion: on average, receiving one additional dollar causes a recipient to send 18 cents back to the group within the subsequent 24 hours. Decomposing this effect, we find that it is mainly driven by the extensive margin -- more recipients are triggered to send red packets. Moreover, we find that this effect is stronger for \"luckiest draw\" recipients, suggesting the presence of a group norm regarding the next red packet sender. Finally, we investigate the moderating effects of group- and individual-level social network characteristics on gift contagion as well as the causal impact of receiving gifts on group network structure. Our study has implications for promoting group dynamics and designing marketing strategies for product adoption.
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中文摘要：
礼物是建立人际关系纽带的重要工具。我们的研究分析了网络群体中的礼物传染现象。礼物传染鼓励社会联系，促使更多的礼物；它还可以促进群体互动和团结。利用中国社交网站微信上3600万份在线红包礼品的数据，我们利用一个自然的实验设计来识别在线群体中礼品赠送的社会传染。我们的自然实验是通过微信上礼物数量分配算法的随机性实现的，该算法解决了观察数据中因果识别的常见挑战。我们的研究提供了礼物传染的证据：平均而言，多收一美元会导致接受者在随后的24小时内将18美分退还给团队。分解这种效应，我们发现它主要是由广泛的利润驱动的——更多的收件人被触发发送红包。此外，我们发现，对于“最幸运的抽奖”接收者，这种影响更大，这表明对于下一个红包发送者，存在一种群体规范。最后，我们研究了群体和个人层面的社会网络特征对礼物传染的调节作用，以及接受礼物对群体网络结构的因果影响。我们的研究对促进群体动态和设计产品采用的营销策略具有启示。
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分类信息：

一级分类：Economics        经济学
二级分类：General Economics        一般经济学
分类描述：General methodological, applied, and empirical contributions to economics.
对经济学的一般方法、应用和经验贡献。
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一级分类：Computer Science        计算机科学
二级分类：Human-Computer Interaction        人机交互
分类描述：Covers human factors, user interfaces, and collaborative computing. Roughly includes material in ACM Subject Classes H.1.2 and all of H.5, except for H.5.1, which is more likely to have Multimedia as the primary subject area.
包括人为因素、用户界面和协作计算。大致包括ACM学科课程H.1.2和所有H.5中的材料，除了H.5.1，它更有可能以多媒体作为主要学科领域。
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一级分类：Computer Science        计算机科学
二级分类：Social and Information Networks        社会和信息网络
分类描述：Covers the design, analysis, and modeling of social and information networks, including their applications for on-line information access, communication, and interaction, and their roles as datasets in the exploration of questions in these and other domains, including connections to the social and biological sciences. Analysis and modeling of such networks includes topics in ACM Subject classes F.2, G.2, G.3, H.2, and I.2; applications in computing include topics in H.3, H.4, and H.5; and applications at the interface of computing and other disciplines include topics in J.1--J.7. Papers on computer communication systems and network protocols (e.g. TCP/IP) are generally a closer fit to the Networking and Internet Architecture (cs.NI) category.
涵盖社会和信息网络的设计、分析和建模，包括它们在联机信息访问、通信和交互方面的应用，以及它们作为数据集在这些领域和其他领域的问题探索中的作用，包括与社会和生物科学的联系。这类网络的分析和建模包括ACM学科类F.2、G.2、G.3、H.2和I.2的主题；计算应用包括H.3、H.4和H.5中的主题；计算和其他学科接口的应用程序包括J.1-J.7中的主题。关于计算机通信系统和网络协议（例如TCP/IP）的论文通常更适合网络和因特网体系结构（CS.NI）类别。
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一级分类：Quantitative Finance        数量金融学
二级分类：Economics        经济学
分类描述：q-fin.EC is an alias for econ.GN. Economics, including micro and macro economics, international economics, theory of the firm, labor economics, and other economic topics outside finance
q-fin.ec是econ.gn的别名。经济学，包括微观和宏观经济学、国际经济学、企业理论、劳动经济学和其他金融以外的经济专题
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