GIFT GIVING BEHAVIORS OF CONSUMERS AND AN INNOVATIVE E-BUSINESS MODEL SUGGESTION

Year 2017, Volume: 4 Issue: 1, 393 - 399, 30.06.2017

Fahri Apaydin

https://doi.org/10.17261/Pressacademia.2017.559

Abstract

Consumers
give each other gifts for various reasons in every culture and they spend
considerable amount of time and money on gift giving activity. Thus, gift
giving behavior which is a need of consumers to be satisfied deserves a lot of
academic studies and in this conceptual paper, gift giving behavior is examined
in details after a comprehensive literature review. E-business is exponentially
developing and digital marketing is trying to find out solutions for the
problems of consumers more efficiently and effectively. In this exploratory
research, after analyzing the problems consumers facing when they are trying to
satisfy their need of gift giving, an innovative e-business model to coach
consumers for their gift giving behaviors is suggested. This paper presents new
study areas for academicians and new business opportunities for
practitioners.   

Keywords

Gift giving behavior, e-business model, digital marketing, innovation, e-marketing

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