Gift Sharing on Social Media: What Drives It?

This study examines factors influencing gift sharing on social media. An online survey gathered data from American adults. It investigates how motivations for social media content posting, gift attributes, giver characteristics, and recipient reactions affect gift-sharing behavior. Findings show sel...

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Bibliographic Details
Published inAsia Marketing Journal (Online) Vol. 25; no. 3; pp. 160 - 172
Main Authors Lee, Mira, Kang, Yoon-Hee
Format Journal Article
LanguageEnglish
Published 한국마케팅학회AMJ 01.01.2023
Korean Marketing Association
Subjects
gift-givers
gift-giving
gift-posting
gift-recipients
gifts
socialmedia
Gift-giving
Gift-recipients
Gifts
Gift-givers
Social media
Gift-posting
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Summary:This study examines factors influencing gift sharing on social media. An online survey gathered data from American adults. It investigates how motivations for social media content posting, gift attributes, giver characteristics, and recipient reactions affect gift-sharing behavior. Findings show self-expression motives in content posting drive sharing, while social interaction motives do not. Gifts perceived as experiential and expensive are more likely to be shared. Recipient-centric gifts positively influence gift sharing, while giver-centric gifts hinder sharing. Attitude towards the gift predicts sharing, while appreciation does not. The study enhances understanding of gift sharing on social media and offers marketing insights for leveraging this behavior.
ISSN:1598-7868
2765-6500
2765-6500
DOI:10.53728/2765-6500.1617