Gift giving: A community paradigm
Article first published online: 31 MAY 2006
© 2006 Wiley Periodicals, Inc.
Psychology & Marketing
Volume 23, Issue 7, pages 573–595, July 2006
How to Cite
Hollenbeck, C. R., Peters, C. and Zinkhan, G. M. (2006), Gift giving: A community paradigm. Psychol. Mark., 23: 573–595. doi: 10.1002/mar.20147
- Issue published online: 31 MAY 2006
- Article first published online: 31 MAY 2006
To date, the marketing literature on gift giving has focused on two approaches or paradigms—economic and relational exchange. This study adopts a different perspective, proposing a community paradigm to provide a holistic view of gift giving. The data (based on 20 in-depth interviews and 2 group interviews) suggest that, on the Internet, social networks of relationships cohere into gift-giving communities that influence the purchasing of gifts. Findings about online gift giving are presented according to three community themes: (a) shared rituals and traditions, (b) shared values, and (c) shared responsibilities. Theoretical and managerial implications are discussed. © 2006 Wiley Periodicals, Inc.