Before revision:  Our analyses indicate that in a multiple recipient setting, users' pay-it-forward behavior is enforced by a group norm that luckiest draw recipients should send the first subsequent gift and promoted by their distributional social preferences of the random amounts split by the platform. Finally, our study shows that those recipients without any in-group friends do pay it forward, even though their pay-it-forward behavior is less likely to be driven by their reputational concerns among acquaintances. Overall, our work provides insights into mechanisms and conditions that encourage pay-it-forward reciprocity, which have implications for fostering prosocial behavior .
After revision:  Our analyses indicate that in a multiple recipient setting, users' pay-it-forward behavior is enforced by a group norm that luckiest draw recipients should send payment back to the group .