WeChat red envelops: Literature review and future research directions

Abstract

As an innovative Internet product grounded in Chinese particularistic culture, WeChat Red Envelops has received increasing attention from both academics and practitioners. A considerable number of studies have been conducted to investigate the WeChat Red Envelops phenomenon. However, the extant literature has been very scattered and little effort has been devoted to integrating the existing findings. Consequently, our understanding of the WeChat Red Envelops phenomenon is fragmented and limited. Against this background, this study conducted a systematic review of extant studies, summarized the current research status, identified the research gaps and accordingly provide future research directions. We believe that this study offers an important foundation for future research to conduct in-depth investigation and advance our understanding regarding WeChat Red Envelops.