Abstract

Cross-culturally, acts of sharing are recognized as an effective method to initiate and maintain human relationships in real-life situations by promoting continuous reciprocal exchanges between donors and recipients. Specifically, this study examines the effects of sharing a media product from the perspective of the givers, as compared to effects on the receivers. "Gangnam Style," a Korean music video, is of interest because it was spontaneously shared worldwide by young adults who used it as a vehicle to build and strengthen social relationships, among young adults. While both the givers and receivers of the "Gangnam Style" benefited from bridging new relationships, the results of this study found that those who gave "Gangnam Style" benefited more in terms bonding already existing relationships, compared to those who received materials. This study provides further evidence in support of the "sender-effect" paradigm and enhances our understanding of how online sharing contributes to the construction of social capital among the young adults.