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This study aims to find a strategy to make gift shops profitable and satisfy gift-givers, achieving a win-win situation. In particular, it attempts to integrate the position of gift-givers and marketers to develop a more suitable marketing strategy. When gift-givers go to gift shops to buy gifts, they often think about how to choose a gift. In this situation, the dependent variable of this study is perceived value. Operationally, the gift marketer factor is a type of sales promotion (scarcity and popularity appeal) that can be explained as social norms. It includes the types of givers (close and distant givers) that can be explained as personal norms and the types of gifts (conspicuous and inconspicuous gifts) which are personal norms. This study developed social norms from the gift marketer perspective and personal norms from the gift-giver perspective. Three experiments were conducted to test three hypotheses with 346, 388, and 327 participants, respectively, employing a two-factor ANCOVA. Empirical results show that popular appeal was normally more effective in reinforcing perceived value than scarcity appeal, whether conspicuous or inconspicuous gifts or close or distant givers. This finding implies that the effect on descriptive social norms (i.e. popularity appeal) is greater than injunctive social norms (i.e. scarcity appeal) in gift-giving. This study is the first to incorporate the marketer and gift-giver factors in developing a more effective gift marketing strategy and contributing to the literature on the focus theory of normative conduct (social norms and personal norms) on gift promotion. [ABSTRACT FROM AUTHOR]

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Copyright of Service Industries Journal is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The issue of which factors influence the success or failure of crowdfunding projects is a critical topic, as it can bring founders sufficient financial support to realise their ideal innovation. We present a useful framework for two aspects of marketing (attraction-promotion and cognition-promotion) and four related factors to foster the success of reward-based crowdfunding ventures. We investigate this issue by analysing data collected from 323 funding projects from four crowdfunding platforms in Taiwan and Japan. We found that the cognition-promotion aspect obviously influenced funding success, because the factors it encompasses – signalling (including founder response, founder updates frequency and having a formal website) and kindness (including donation to other projects and rewarding sponsors) – are all significant in the logistic regression model. Regarding the attraction-promotion aspect, we found that the past experiences of the founder in terms of the attention factor do not influence funding success. Our study contributes to the literature on crowdfunding discussion platforms and engagement, and our empirical results provide a comprehensive message to the founders and sponsors of crowdfunding platforms. [ABSTRACT FROM AUTHOR]