Gift giving: A community paradigm



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.