HIGHLIGHTS
- What: This study investigates the factors that influence viewers` donation intentions to content creators in the context of in Indonesia by applying the Uses and Gratifications Theory (UGT). This research provides important insights for content creators and digital platforms to increase audience engagement and monetization through content strategy management. The focus of this research was on live streaming donors and individuals with an intention to donate.
- Who: okti from the (UNIVERSITY) have published the Article: User and Gratifications Theory in Knowing Donation Intentions, in the Journal: (JOURNAL)
- How: The collected data were analyzed . . .
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