On Female Audience Sending Virtual Gifts to Male Streamers on Douyin

11/16/2021

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by   Huilian Sophie Qiu, et al.

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Live streaming has become increasingly popular. Our study focuses on the emerging Chinese female audiences who send virtual gifts to young male streamers. We observe a reversed entertainer-viewer gender relationship. We aim to study why they watch young male streamers, why they send gifts, and their relationships with these streamers.