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\"From the authors of the #1 New York Times best-selling Half the Sky, a unique and essential narrative about making a difference in the world--a roadmap to becoming a conscientious global citizen. Equal in urgency and compassion to Half the Sky, this galvanizing new book from the acclaimed husband and wife team is even more ambitious in scale: nothing less than a deep examination of people who are making the world a better place, and the myriad ways we can support them, whether with a donation of five dollars or five million, an inkling to help or a useful skill to deploy. With scrupulous research and on-the-ground reporting, the authors assay the art and science of giving--determining the current most successful local and global aid initiatives (on issues from education to inner-city violence to disease prevention), evaluating the efficiency and impact of specific approaches and charities, as well as fundraising. Most compellingly, perhaps, they show us how particular people have made a difference, and offer practical advice on how best each of us can give and what we can personally derive from doing so\"--

PurposeThis study investigates how social interaction-oriented content in broadcasters' live speech affects broadcast viewers' purchasing and gift-giving behaviors and how broadcaster popularity moderates social interaction-oriented content's effect on the two different behaviors in live-streaming commerce.Design/methodology/approachA research model was proposed and empirically tested using a panel data set collected from 537 live streams via Douyin (the Chinese version of TikTok), one of the most popular live broadcast platforms in China. A fixed-effects negative binomial regression model was used to examine the proposed research model.FindingsThis study's results show that social interaction-oriented content in broadcasters' live speech has an inverted U-shaped relationship with broadcast viewers' purchasing behavior and shares a positive linear relationship with viewers' gift-giving behavior. Furthermore, broadcaster popularity significantly moderates the effect of social interaction-oriented content on viewers' purchasing and gift-giving behaviors.Originality/valueThis research enriches the literature on live-streaming commerce by investigating how social interaction-oriented content in broadcasters' live speech affects broadcast viewers' product-purchasing and gift-giving behaviors from the perspective of broadcast viewers' attention. Moreover, this study provides some practical guidelines for developing live speech content in the live-streaming commerce context.

Purpose This paper aims to examine the differential effects of the type of gift (material vs experiential) offered on Snapchat and Instagram (Study 1) and how the impacts of gift type and message type (informational vs emotional) vary by the two different image-sharing social media platform in a business-to-consumer (B2C) gift-giving context (Study 2). Design/methodology/approach Study 1 used a two (social media: Snapchat vs Instagram) by two (gift type: material vs experiential) between-subject factorial design, whereas Study 2 used a two (social media: Snapchat vs Instagram) by two (gift type: material vs experiential) by two (message type: informational vs emotional) between-subject factorial design. A series of analyses of covariance was conducted to test the suggested hypotheses. Findings Study 1 demonstrated that the promotion of material gifts was more effective on Snapchat than on Instagram, while the promotion of experiential gifts was more effective on Instagram than on Snapchat. Study 2 showed that the impacts of gift type and message type varied by social media platform. The promotion of an experiential gift with an emotional ad appeal was found to be more effective on Instagram than on Snapchat, while the promotion of a material gift using an informational ad appeal was found to be more effective on Snapchat than on Instagram. Research limitations/implications This research used a college student sample for the experiments. However, to extend the generalizability of the results, it is recommended that future experiments be conducted with nonstudent samples. Also, the current research manipulated the two different social media conditions, Snapchat vs Instagram, by enforcing participants to use their social media and then provided experimental stimuli in a different screen from their social media account. If the stimuli were distributed through participants’ real social media account, the external validity of this research could be enhanced. Finally, future research should apply this framework to other countries with different social media platforms to confirm the generalizability of the study’s findings. Practical implications This research can thus contribute to the development of new guidelines for planning social media marketing in the business gift-giving context. By leveraging findings that the fit effect of gift types and advertising appeals differs based on social media platform, practitioners can create a more effective social media plan for their advertising campaigns. Given that copywriting and media plans are among the most important and difficult work in the business of advertising, this study’s findings would assist advertising practitioners in planning and executing the most effective advertising campaigns. Originality/value The findings of this study provide valuable insights for the development of effective brand promotion strategies for B2C gift-giving via social media.

Sentimental value is the value derived from an emotionally-laden item's associations with significant others, or special events or times in one's life. The present research demonstrates that when faced with the choice between sentimentally valuable gifts and gifts with superficial attributes that match the preferences of the recipient, givers give the latter much more often than recipients would prefer to receive such gifts. This asymmetry appears to be driven by givers feeling relatively certain that preference-matching gifts will be well-liked by recipients, but relatively uncertain that the same is true for sentimentally valuable gifts. Three studies demonstrate this gift-giving mismatch and validate the proposed mechanism across a variety of gift-giving occasions and giver-receiver relationship types. The contribution of these findings to the gift-giving literature, as well as directions for future research, are discussed.

PurposeThis study aims to investigate the factors that affect an audience's purchase decisions on a new type of social media, namely live video streaming platforms.Design/methodology/approachThis study is based on data from an online survey providing 488 valid responses. These responses are used to test the research model by employing partial least squares (PLS) modeling.FindingsThree antecedents (consumer competitive arousal, gift design aesthetics and broadcaster's image) influence the audience's purchase decisions (impulse buying and continuous buying intention). Chinese impression management (mianzi) acts as a moderator. Self-mianzi, mutual mianzi and other mianzi (i.e. three subtypes of mianzi) moderate the effects of consumer competitive arousal, gift design aesthetics and broadcaster's image on impulse buying.Practical implicationsThe findings encourage practitioners developing marketing strategies for live video streaming platforms in the Chinese cultural context to consider peer influence, gift appearance, broadcaster's image and mianzi.Originality/valueDrawing on the community gift-giving model and face-negotiation theory, this study provides an integrated research model to investigate a new type of social media (live video streaming). It offers insight into virtual gifting behaviors by confirming the effects of three antecedents on the audience's purchase decisions, with mianzi acting as a moderator.

While interest in customization is growing among consumers and academics, researchers have focused on consumers designing products for themselves. Many customization firms, however, are successfully positioning themselves as key sources for unique gifts. In this research, the authors examine whether factors under the firm's control (i.e., the level of design support provided and the presence of a strong brand) are differentially effective when consumers design products for themselves or as gifts for others. Using participants drawn from the relevant target market, they report two studies involving real customization tasks undertaken on fully functioning customization websites. The findings lead to the surprising conclusion that design support is less effective for consumers designing products intended as gifts rather than for themselves, raising expectations without a corresponding rise in evaluations. However, the results offer some good news to firms targeting gift-giving consumers. Both Studies 1 and 2 reveal that gift-givers place a higher value on their own time and effort and thus report a higher willingness to pay than those designing for themselves. This effect is diminished, however, when a strong brand is present and consumers share credit with the brand for the product's design.

Gift giving, which has been a heavily debated topic in health care for many years, is considered as a way of expressing gratitude and to be beneficial for the physician-patient relationship within a reasonable range. However, not much work has been done to examine the influence of gift giving on physicians' service quality, especially in the online health care environment. This study addressed the consequences of gift giving by mining and analyzing the dynamic physician-patient interaction processes in an online health community. Specifically, gift types (affective or instrumental) based on the motivations and physician-patient tie strength were carefully considered to account for differences in physicians' service quality. The dynamic interaction processes (involving 3154 gifts) between 267 physicians and 14,187 patients from a well-known online health community in China (haodf.com) were analyzed to obtain empirical results. Our results reveal that patient gift giving inspires physicians to improve their service quality as measured by physicians' more detailed responses and improved bedside manner, and the degree of influence varied according to the strength of the physician-patient tie. Moreover, affective gifts and instrumental gifts had different effects in improving physicians' service quality online. This study is among the first to explore gift giving in online health communities providing both important theoretical and practical contributions. All of our results suggest that gift giving online is of great significance to promoting effective physician-patient communication and is conducive to the relief of physician-patient conflicts.

Not only individuals and firms, but also families engage in business as a social activity and this is true beyond the case of family businesses. Cultural differences in the way families are construed might influence the way they do business. There are different types of families, and among these are those described by Aristotelian and Confucian traditions, representing the West and the East respectively. The literature on virtue in business has been dominated by a Western—mainly Aristotelian—tradition (Ferrero and Sison in Bus Ethics Eur Rev 30(1): 8-24, 2014), neglecting the role of the family and focusing on the individual. In this paper, we seek to fill this gap by explaining differences and similarities in the normative evaluation of certain family-related business attitudes and practices, in light of Confucian and Aristotelian virtue ethics standards. After comparing the structure, organization and dynamics of Aristotelian and Confucian families, we shall draw some inferences regarding \"virtuous\" or excellent business practices—such as nepotism, bribery, gift-giving and guanxi and attitudes—on codified rules or written norms. For this analysis we shall make use of Aristotelian and Confucian ethical accounts as well as inputs from Family Science applied to organizations, which provides conceptual categories to compare the two traditions. Thus we hope to contribute not only to the comparative study of Aristotelian and Confucian virtue ethics in business, but also to the understanding of the distinctive role of families, raising cultural awareness for what may be considered virtuous business practices according to the Aristotelian and Confucian traditions.

In this research, we propose that consumers’ degree of independence (not consumers’ degree of interdependence) predicts their preference for giving experiential (vs. material) gifts. Across four studies, we find that consumers from the U.S. (vs. India), consumers with independent (vs. interdependent) self-construal, consumers with a high (vs. low) level of independence, and Whites (vs. Asians) prefer giving experiential (vs. material) gifts. Furthermore, we demonstrate that promotion focus underlies this effect, ruling out alternative explanations (i.e., reliance on feelings and the need for unique products). This research makes theoretical contributions and provides actionable managerial implications for marketers by identifying who would prefer giving experiential (vs. material) gifts.