Exemplary methods, apparatuses, and systems receive a gift giving event characteristic. A first set of one or more gift giving events within a first period of time that meet the received gift giving event characteristic are identified. Each of the gift giving events result in a narrative being published to a social network and are viewable by a group of one or more users of the social network. A second set of one or more gift giving events within a second period of time are identified. The second period of time is subsequent to the first period time. The second set of gift giving events are initiated by the group of one or more users. An amount of influence of a first user that initiated a gift giving event in the first set of gift giving events is determined based upon the second set of gift giving events.