This article explores the phenomenon of online gift giving, specifically the sharing of opinions, information, and advice on websites. While previous research has emphasized altruism and reciprocity as primary motives, this study suggests that status and status-seeking behaviors are significant drivers behind such activities. Drawing on status-seeking and self-presentation theories, the research investigates how consumers build their status in online communities. Findings highlight the tactics used for digital status construction and the emergence of online systems that facilitate the attainment of celebrity status within these virtual communities.
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Lampel, Joseph, and Ajay Bhalla. "The role of status seeking in online communities: Giving the gift of experience." Journal of computer-mediated communication 12.2 (2007): 434-455.
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