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A study headed by Cornell University researcher shows online gift-giving spreads in social networks, so people give more online and in person.

Eytan bakshyMoira burkeNational retail federationJournal of marketing communicationsCornell universityMassachusetts institute of technologySocial media inspires people to giveOnline gift givingDean ecklesMassachusetts instituteGift exchanges spread fastGift giving riseSocially shared gifts still trendingSocial mediaMarketing communications