The aim of this study is to contribute to the literature by examining the concept of gift giving, which is generally considered culturally in consumer behavior, from a social and psychological perspective. For this purpose, a scenario-based experimental study was conducted to determine how the relationship between the gift recipient and the giver changed after an appropriate and inappropriate gift. In addition, interesting differences were obtained when comparing the environments where the gift recipient is alone, there is a person he/she likes and dislikes, and there are many likes and dislikes. In the thesis, the suitability of the gift and the environment in which the gift was given; The effect on social relationship, satisfaction with the gift, and willingness to return the gift was examined. For this study, a face-to-face survey was conducted with 459 students, most of whom were between the ages of 18-26, at a private university. The data obtained from these students were uploaded to the SPSS program and after the reliability test of the survey questions; Independent sample t test and paired sample test were applied to the data. A striking finding that emerged as a result of the analyzes made revealed that if the gift was not found appropriate, this inappropriate gift negatively affected the social relationship. Then, the necessary regression analyzes were made on the data and it was understood that the presence of other people in the gift giving environment had a negative effect on the existing social relationship. Finally, when gender was taken as an independent variable, it was found that there was a small difference between genders in terms of gift suitability and environment, satisfaction with the gift, and social relationship, but a significant difference was strong in terms of willingness to reciprocate the gift. In line with all these results, some suggestions were made to researchers and practitioners who thought that this information would be useful, and suggestions were made, such as more comprehensive studies that could be examined on the price, contrast or similarity of the gift. the place and importance of the gift in Turkish culture among the expectations of the gift recipient and the giver, if any. was brought.
The aim of this study is to contribute to the literature by examining the concept of gift giving, which is generally considered culturally in consumer behavior, from a social and psychological perspective. For this purpose, a scenario-based experimental study was conducted to determine how the relationship between the gift recipient and the giver changed after an appropriate and inappropriate gift. In addition, interesting differences were obtained when comparing the environments where the gift recipient is alone, there is a person he/she likes and dislikes, and there are many likes and dislikes. in thesis, the suitability of the gift and the environment in which the gift was given; The effect on social relationship, satisfaction with the gift, and willingness to return the gift was examined. For this study, a face-to-face survey was conducted with 459 students, most of whom were between the ages of 18-26, at a private university. the data obtained from these students were uploaded to the SPSS program and after the reliability test of the survey questions; Independent sample t test and paired sample test were applied to the data. A striking finding that emerged as a result of the analyzes made that if the gift was not found appropriate, this gift negatively affected the social relationship. Then, the necessary regression analyzes were made on the data and it was understood that the presence of other people in the gift giving environment had a negative effect on the existing social relationship. Finally, when gender was taken as an independent variable, it was found that there was a small difference between genders in terms of gift suitability and environment, satisfaction with the gift, and social relationship, but a significant difference was strong in terms of willingness to reciprocate the gift. In line with all these suggestions, some suggestions were made to researchers and practitioners who thought that this comprehensive information would be useful, and suggestions were made, such as more studies that could be examined on the price, contrast or similarity of the gift. the place and importance of the gift in Turkish culture among the expectations of the gift recipient and the giver, if any. was brought.
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