Gift Sharing on Social Media: What Drives It?

Authors

Mira Lee, Professor, CAU Business School, Chung-Ang University, Seoul, KoreaFollow
Yoon-Hee Kang, Instructor, Department of Psychology, Chung-Ang University, Seoul, KoreaFollow

Abstract

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.

Recommended Citation

Lee, Mira and Kang, Yoon-Hee (2023) "Gift Sharing on Social Media: What Drives It?," Asia Marketing Journal: Vol. 25 : Iss. 3 , Article 5.
Available at: https://doi.org/10.53728/2765-6500.1617

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 License.