Abstract:

Nowadays, interpersonal relationships maintained in real space are declining. Increasing spatial differences reduce the frequency and level of relationships. However, sociality, which is a result of being human, finds its different satisfaction points. One of them is gift shopping. Gifts/gratuity creates a reciprocal function and linkage between people in every social structure. Gifts take place as gifts in studies related to primitive societies. In these works, the gift is not only a refresher of the community bond/linkage but also referred to by names such as the kula rıng and potlatch and it obliges the same value to be given. In today’s societies, the concepts of gift and gift are used interchangeably. Gifts serve as an important tool for maintaining relations between individuals, communities, societies. With virtual and real shopping opportunities in post-industrial societies, gift shopping has accelerated and has become multidimensional. The bond of the gift, which establishes contact between people through real and mostly virtual shopping, offered an alternative for the continuity of social relations. This study aims to understanding the binding effect and change in relations between individuals, communities as well as the qualification of the gift.

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