Social Influence and Reciprocity in Online Gift Giving
| Autor: | Moira Burke, René F. Kizilcec, Eytan Bakshy, Dean Eckles |
|---|---|
| Přispěvatelé: | Sloan School of Management |
| Rok vydání: | 2018 |
| Předmět: |
050402 sociology
business.industry 05 social sciences Advertising Gift giving 02 engineering and technology Social learning Interpersonal relationship 0504 sociology 020204 information systems 0202 electrical engineering electronic engineering information engineering The Internet Sociology Peer effects business Quasi-experiment Reciprocity (cultural anthropology) Social influence |
| Zdroj: | CHI Other repository |
| Popis: | © 2018 Copyright is held by the owner/author(s). Giving gifts is a fundamental part of human relationships that is being affected by technology. The Internet enables people to give at the last minute and over long distances, and to observe friends giving and receiving gifts. How online gift giving spreads in social networks is therefore important to understand. We examine 1.5 million gift exchanges on Facebook and show that receiving a gift causes individuals to be 56% more likely to give a gift in the future. Additional surveys show that online gift giving was more socially acceptable to those who learned about it by observing friends' participation instead of a non-social encouragement. Most receivers pay the gift forward instead of reciprocating directly online, although surveys revealed additional instances of direct reciprocity, where the initial gifting occurred offline. Thus, social influence promotes the spread of online gifting, which both complements and substitutes for offline gifting. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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