Before revision:  Moreover, this effect is much stronger for "luckiest draw" recipients or those who receive the largest share from a red packet, suggesting a group norm according to which the luckiest draw recipients should send the first subsequent red packets. Additionally, we find that gift contagion is affected by in-group friendship network properties, such as the number of in-group friends and the local clustering coefficient .
After revision:  Moreover, this effect is much stronger for "luckiest draw" recipients or those who receive the largest share from a red packet, suggesting 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 .