This study is the first work to combine gift promotion appeals with the giver-recipient relationship from the perspective of gift marketer and gift-giver. This study extends the academic literature of the focus theory of normative conduct in gift-giving marketing. Empirical results showed that popularity appeal produced higher purchase intention than scarcity appeal; Limited-Quantity Scarcity (LQS) appeal produced higher purchase intention than Limited-Time Scarcity (LTS) appeal; and Peer Popularity (PP) appeal produced higher purchase intention than Social Popularity (SP) appeal (i.e., PP>SP>LQS>LTS). The gift promotion appeal and giver-recipient relationship information affect the gift giver’s preference, and then gift marketer needs to design an appropriate sale promotion appeal in order to carry out differentiated gift marketing.
