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Summing up the Mediated Gift Assignment Help

Case study - Summing up the mediated gift

Question : For the Case study - Summing up the mediated gift, do the following points:

1. Summary of the Case Study

2. Literature Review

3. Critical Analysis

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Answer : Gifting Case study

Summary

Sharing gifts is becoming a common practice between the donors and the givers. The case given here highlights how the mediator who packs the gifts and delivers to the donors tries to create another layer of separation between donor and giver. It is true that people blindly follow the three fold gift cycle of give, receive and reciprocate. However, the reality is that gifts are issued to the donors on different financial levels and the economic value plays a key role. Throughout the process of gift giving, the fundraiser seems to be the highly benefited person and ensures a good business flow by linking both the ends.

Literature review

Lampel and Bhalla (2007) argue that the concept of gifting is closely associated with the status of a person. Altruism was once the motive behind gifting someone. However, the social media platforms have now encouraged people to gift to display their egos and economic positions. Once upon a time, it was the initiative of a wealthy person from the community to use philanthropy to enhance reputation. This is now used by social organizations and businesses to brand better and display the prestige of the firm. The concept pretty much follows the dialogic theory of fundraising where the relationship building happens between the donor (public) and the fundraiser/business (McAllister, 2013). Both the authors have also found that the gifting concept has now entered all the businesses.

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For instance, someone who performs well or is loyal to the brand is gifted. This will in turn improve the rating and competitiveness of the business. Brands invest towards gift as well as the accompanying message (Davies et al, 2010). For instance, social welfare organizations share touching stories as messages and attach them to the gifts. This actually increases the attachment of the donor to the organization. The online consumer communities are inclined towards gifting and status-sharing (Peloza and Steel, 2005). These preferences indicate that the purpose of gifting a person has now changed and converted into a business.

Critical analysis

Both, the case study and the literature review, mentioned here state that the gifting mechanism has changed greatly. It is true as gifts tend to influence the relationships. Those with service mind continue to gift without any reciprocation. However, this population constitutes a minimum percentage. A majority of the mediators encourage businesses to introduce gifting so that the external stakeholders can feel the worthiness of the brand. In this whole scenario, there is also a psychological impact.

Those organizations that send gifts tend to impress the donors or the customers. This shall also enhance the customer loyalty towards the brand. Consequently, mediated gifting model does not really help the organizations as it is the mediator that propagates the message and the business is unaware of it. Gifting is now a symbol of status and power and no more a philanthropic act.

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