[Sponsored Article] During Chinese New Year, it is customary for people to exchange the traditional greeting Kung Hei Fat Choy (wishing you prosperity) as well as red packets, which contain money that represents good luck and fortune. This festive gift-giving is undergoing something of a revolution, and as payments go digital, red packets have become digitalised and embedded in social media platforms. A recent study looks at companies that use digital red packets as a marketing strategy and finds that this approach is most effective when digital red packets are allowed to be shared among customers’ online social networks. “Virtual”...