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Gifts and Gifting in Online Communities

Research in Consumer Behavior

ISBN: 978-1-78190-022-2, eISBN: 978-1-78190-023-9

ISSN: 0885-2111

Publication date: 22 November 2012

Abstract

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.

Keywords

Citation

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

Publisher

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Emerald Group Publishing Limited

Copyright © 2012, Emerald Group Publishing Limited