Paper Number

2444

Paper Type

Short

Description

Despite the potential value of prosocial activities in enhancing user engagement in online communities, research on the relationship between prosocial activities and online community users’ behavior. In this research, we examine the impact of tangible donation on online community users’ engagement behaviors by using dataset from Reddit, a major online community platform. Our results indicate that, after donating, givers increase their engagement behavior by writing more posts and comments than non-givers. Furthermore, after receiving donation, receivers reduce their engagement behavior by writing fewer posts and comments than non-receivers. Our study serves as one of the first attempts to examine the role of peer-to-peer tangible donation in users’ engagement behavior in online community platform, which is a novel way to help people in needs and effective way to induce user participation.

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Dec 12th, 12:00 AM

The Effect of Peer-to-Peer Tangible Donation on Users’ Engagement in Online Community Platform

Despite the potential value of prosocial activities in enhancing user engagement in online communities, research on the relationship between prosocial activities and online community users’ behavior. In this research, we examine the impact of tangible donation on online community users’ engagement behaviors by using dataset from Reddit, a major online community platform. Our results indicate that, after donating, givers increase their engagement behavior by writing more posts and comments than non-givers. Furthermore, after receiving donation, receivers reduce their engagement behavior by writing fewer posts and comments than non-receivers. Our study serves as one of the first attempts to examine the role of peer-to-peer tangible donation in users’ engagement behavior in online community platform, which is a novel way to help people in needs and effective way to induce user participation.

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