Gift Sharing on Social Media: What Drives It?

• Published in: Asia Marketing Journal (Online) Vol. 25; no. 3; pp. 160 - 172
• Main Authors: Lee, Mira, Kang, Yoon-Hee
• Format: Journal Article
• Language: English
• 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

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...