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Free tumbler in Snapchat vs coffee tasting ticket in Instagram: the impact of gift type and message type on B2C gift-giving on different social media platforms by Dong Hoo Kim; So Young Lee; Yoon Hi Sung; Nam-Hyun Um is a Business, Management and Accounting article available to read on EtoBox.

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## 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 effe

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Author

Dong Hoo Kim; So Young Lee; Yoon Hi Sung; Nam-Hyun Um

Publisher

Emerald

Published

2022

Language

EN

Field

Business, Management and Accounting (Social Sciences)