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Gift Sharing On Social Media: What Drives It?, Mira Lee, Yoon-Hee Kang
Gift Sharing On Social Media: What Drives It?, Mira Lee, Yoon-Hee Kang
Asia Marketing Journal
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 …
Are More Followers Always Better? The Non-Linear Relationship Between The Number Of Followers And User Engagement On Seeded Marketing Campaigns In Instagram, Suyoung Moon, Shijin Yoo
Are More Followers Always Better? The Non-Linear Relationship Between The Number Of Followers And User Engagement On Seeded Marketing Campaigns In Instagram, Suyoung Moon, Shijin Yoo
Asia Marketing Journal
Seeded marketing campaign (SMC) is a newly created type of marketing activities with the widespread use of social media. Previous research has examined to find out the optimal seeding strategy that yields the best outcome from the campaign. This research explores the relationships between the characteristics of the seeded influencer and user engagement. The data consists of information from 1,062 seeded Instagram posts posted in September 2020 in Korea and 778 seeded influencers who posted those contents. Analyzed by negative binomial regression, our quadratic model suggests that the relationship between user engagement and the number of followers of the seeded …