Diamonds are a TikTokers’ best friend: unwrapping the motivations behind UK gifting on TikTok Live

This study investigates the motivations behind gifting behaviors during TikTok livestreams in the UK. Using a mixed-methods approach, this paper identifies the factors driving gifting on TikTok livestreams through twelve semi-structured interviews and online experiments designed with a 2 × 2 between-subjects framework. The results indicate that acknowledgement from the streamer is a significant positive predictor of viewers' willingness to gift (WTG). Further analysis reveals that the variable ‘gifting elasticity’ is also a significant predictor of WTG, implying that viewers who have pre-purchased coins are more likely to gift. These findings enhance our understanding of the motivations behind gifting in social media livestreams and highlight effective strategies that streamers can use to increase gifting. Additionally, they identify areas for improvement for platform designers. Existing literature in this field predominantly focuses on Asian consumers and social media networks. Therefore, this study is novel as it examines these motivations within the UK context, specifically targeting TikTok as the social media platform.