Browse by author
Lookup NU author(s): Dr Rachael Millard, Dr Tana Licsandru, Professor Danae ManikaORCiD, Professor Diana Gregory-SmithORCiD
This work is licensed under a Creative Commons Attribution 4.0 International License (CC BY 4.0).
Purpose. Technology-mediated gift giving is prevailing as consumers seek convenience and novelty. Using an industry example, we explored how a subscription-based online gift-giving service contributes to the recipient’s wellbeing, both from sender and recipient perspectives. Design/ methodology/ approach. Online survey data was collected, with participants randomly assigned to sender (n = 257) or recipient (n = 257) scenarios, testing the underlying process and impact of surprise on the emotional value of the gift and two valenced emotions – happiness and disappointment. We also investigated how surprise, happiness, disappointment, and emotional value influence recipient’s wellbeing, from the sender’s and recipient’s perspectives. Findings. Sender’s surprise positively impacts perceived recipient wellbeing via the perceived emotional value of the gift and the sender’s happiness with the chosen gift. Conversely, recipient perceptions of wellbeing are impacted by both positive and negative emotional responses to the gift. The emotional value of the gift to the recipient is impacted by social closeness with the sender, highlighting the importance of the sender-recipient relationship. Research Implications. We contribute to the emotions, consumer behaviour, and gift giving literatures by examining the nuanced context of online surprise gift giving and its impact on recipient wellbeing from dual perspectives. Practical Implications. We highlight wellbeing as a key area for companies in the online surprise gift giving domain, along with the need to understand the relationship between senders and recipients, and the option for personalisation. Originality. We extend theoretical and practical understanding by exploring technology-mediated gift-giving and wellbeing from both the sender and recipient perspectives.
Author(s): Millard R, Licsandru TC, Manika D, Gregory-Smith D
Publication type: Article
Publication status: Published
Journal: European Journal of Marketing
Year: 2026
Pages: Epub ahead of print
Online publication date: 09/07/2026
Acceptance date: 18/05/2026
Date deposited: 22/05/2026
ISSN (print): 0309-0566
ISSN (electronic): 1758-7123
Publisher: Emerald Publishing Limited
URL: https://doi.org/10.1108/EJM-09-2024-0781
DOI: 10.1108/EJM-09-2024-0781
ePrints DOI: 10.57711/xdza-9k44
Altmetrics provided by Altmetric
