Originality/value of paper – Most extant literature focuses either on gifting or sharing with little attention to how consumers employ community and membership to achieve personal goals. Our research articulates how individuals employ market resources to enact customized rituals and achieve individual goals within communities.
Williams Bradford, T., Grier, S.A. and Rosa Henderson, G. (2012), "Gifts and Gifting in Online Communities", Belk, R.W., Askegaard, S. and Scott, L. (Ed.) Research in Consumer Behavior (Research in Consumer Behavior, Vol. 14), Emerald Group Publishing Limited, Bingley, pp. 29-46. https://doi.org/10.1108/S0885-2111(2012)0000014006
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