Intention to recommend products in virtual communities: A moderated mediation analysis

2020 ◽  
Vol 48 (12) ◽  
pp. 1-13
Author(s):  
Liping Zhang ◽  
Zuping Zhu
Keyword(s):  
Social Exchange ◽  
Sense Of Belonging ◽  
Social Exchange Theory ◽  
Virtual Communities ◽  
Moderated Mediation ◽  
Social Commerce ◽  
Moderated Mediation Model ◽  
The Social ◽  
Trust Propensity

Users' product recommendations in virtual communities (VCs) play an important role in social commerce, that is, e-commerce activities and transactions made via the social media environment. We proposed a moderated mediation model based on social exchange theory, to explore the role of effects of belonging to VCs, guanxi capital, and trust propensity on users' intention to recommend products in VCs. We tested the model with 317 members of WeChat groups in China. The results show that guanxi capital positively mediated the link between sense of belonging and intention to recommend. Further, the relationships between sense of belonging and guanxi capital, guanxi capital and intention to recommend, and sense of belonging and intention to recommend were all significantly moderated by trust propensity. Our findings provide insight into users' decision-making process when recommending products in VCs, and have implications for social commerce managers promoting products in VCs.

scholarly journals How to Drive Brand Engagement and eWOM Intention in Social Commerce: A Competitive Strategy for the Emerging Market

2020 ◽  
Vol 12 (3) ◽  
pp. 136-155 ◽  
Author(s):  
Quyen Phu Thi Phan ◽  
Nhat Tan Pham ◽  
Lien H.L Nguyen
Keyword(s):  
Social Exchange ◽  
Structural Equation ◽  
Social Exchange Theory ◽  
Emerging Market ◽  
Exchange Theory ◽  
Social Commerce ◽  
Information Availability ◽  
Brand Engagement ◽  
The Social

Brand engagement and eWOM intention have been found to be critical factors driving competitive advantage for companies, as the evolution of social networking sites has changed the perspective of how companies engage with customers. Based on social exchange theory, the current research proposes an empirical model that emphasizes (1) the unique role of social commerce characteristics, including personalization, socialization, and information availability, in enhancing consumer-brand engagement, (2) the connection between consumer-brand engagement and eWOM intention, and (3) the moderating influence of trust towards such connection. A survey of 248 Facebook users with online shopping experience was employed. By using PLS-graph 3.0, structural equation modelling, the findings demonstrate that personalization and socialization positively influence brand engagement, which in turn leads to eWOM intention. Furthermore, trust moderates the brand engagement-eWOM intention relationship. Unexpectedly, information availability has shown no significant effect on brand engagement. The study encompasses the knowledge of social exchange theory into the social commerce environment by investigating the linkage between the social commerce environment and brand engagement. It contributes value to marketing theories by describing the moderating role of trust from the viewpoint of Gen Y. In addition, the study’s findings may shed light on how firms in emerging markets can increase competitiveness by stimulating brand engagement and eWOM intention, as well as enhancing consumer trust in the comments regarding the products/services within the social commerce environment.

Employability and Temporary Workers’ Affective Commitment: the Moderating Role of Voluntariness

2013 ◽  
Vol 16 ◽  
Author(s):  
Mafalda Espada ◽  
Maria José Chambel
Keyword(s):  
Social Exchange ◽  
Social Exchange Theory ◽  
Affective Commitment ◽  
Temporary Workers ◽  
Positive Attitudes ◽  
The Social ◽  
The Relationship ◽  
Moderating Role ◽  
Temporary Agency Workers

AbstractThe development of either internal or external employability of temporary workers has been considered a mechanism of protection since it ensures that employment can be maintained. According to the social exchange theory and the norm of reciprocity, when temporary workers perceive that the training promoted by the organization furthers employability, they are inclined to feel obligated to reciprocate with positive attitudes toward the organization. With a sample of temporary agency workers from three distinct industry organizations (N = 279), the current study investigated the relationship between training that promotes both internal and external employability and affective commitment as well as the role of voluntariness as a moderator of these relationships. The hypotheses were tested by using regression analysis. The results indicated that the perception held by temporary workers that the training they received is a promoter of their internal employability is positively correlated with their affective commitment towards the organization. Furthermore, the data revealed that this relationship is weaker for the group of temporary workers with high voluntariness. On the other hand, there was not a significant relationship between the training that promotes external employability and the affective commitment of temporary workers. Likewise, voluntariness did not moderate this relationship.

Does Positive Contact Between Residents and Tourists Stimulate Tourists’ Environmentally Responsible Behavior? The Role of Gratitude and Boundary Conditions

2021 ◽  
pp. 004728752110489
Author(s):  
HongWei Tu ◽  
JianFeng Ma
Keyword(s):  
Social Exchange ◽  
Social Exchange Theory ◽  
Environmentally Responsible Behavior ◽  
Moderated Mediation Model ◽  
Responsible Behavior ◽  
Environmentally Responsible ◽  
Positive Contact ◽  
Indirect Relationship ◽  
The Relationship

This study explored how and when positive contact between residents and tourists stimulates tourists’ environmentally responsible behavior. Drawing on social exchange theory, we verified a moderated mediation model in which gratitude mediated the link between positive contact and tourists’ environmentally responsible behavior, while agreeableness moderated the relationship between positive contact and gratitude. Data were collected from 691 visitors to Mount Wuyi. The findings revealed that positive contact directly affected tourists’ environmentally responsible behavior and that this link was mediated by gratitude. Furthermore, agreeableness significantly moderated the effects of positive contact on gratitude. In particular, the effect of positive contact on gratitude was stronger for tourists with high agreeableness. Additionally, agreeableness also strengthened the indirect relationship between positive contact and tourists’ environmentally responsible behavior through gratitude—which was, again, stronger for highly agreeable tourists.

Fashion brands are engaging the millennials: a moderated-mediation model of customer-brand engagement, participation, and involvement

2019 ◽  
Vol 21 (2) ◽  
pp. 233-253 ◽  
Author(s):  
Nagaraj Samala ◽  
Bharath Shashanka Katkam
Keyword(s):  
Social Exchange ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Moderated Mediation ◽  
Mediation Model ◽  
Content Type ◽  
Mediating Role ◽  
Brand Engagement ◽  
Moderated Mediation Model

Purpose Millennial generation is fashion inclined, interactive and informative social beings. They are very conscious of the brands they wear. Millennia seek, share, inform and exchange fashion brand-related information on social networking sites (SNS). Marketers are subsequently engaging the young prospects and customers to keep up or improve enthusiasm and participation. The study attempts to investigate the role of customer-brand engagement (CBE) of millennials with fashion brands on SNS. The study simultaneously tests the moderating role of involvement levels affecting participation and CBE leading to brand loyalty. Design/methodology/approach The study followed a purposive sample by collecting 466 respondents from the graduate students of a university. The study adopted structural equation modelling (SEM) and Hayes process macros in SPSS 20.0 to test the moderated-mediation model. Findings The study confirms the mediating role of CBE in the relationship between participation and brand loyalty. Different degrees of involvement moderate the mediating role of CBE. Higher levels of involvement enhance the positive effect of participation on CBE. Originality/value The study is first of its kind to investigate the role of CBE and involvement among the millennial group. It also contributes to the related theories like service-dominant logic, social exchange theory and consumer culture theory regarding a unique population group, which is promising and profitable.

scholarly journals TEORI PERTUKARAN SOSIAL TENTANG FENOMENA DAKWAH DI EKS LOKALISASI DADAPAN

2022 ◽  
Vol 21 (02) ◽  
pp. 292-314
Author(s):  
Muhammad Syahrul Ulum ◽  
Alfa Warda ◽  
Zuris Dwi Elina ◽  
Ilmi Sephia Ardiana
Keyword(s):  
Social Exchange ◽  
Social Exchange Theory ◽  
Religious Studies ◽  
Social Conditions ◽  
Exchange Theory ◽  
The People ◽  
The Social ◽  
The Relationship

This study aims to find out how the role of the preacher in bringing changes to the social conditions of the people who used to work in the Dadapan prostitution localization, Kediri City. Da'i plays an important role as a propagator of religion to protect the community. Thus, the relationship between the preacher and his community must be close regardless of the background or social conditions of the community. This research uses a qualitative approach with a case study method and is equipped with George Homans' social exchange theory, namely as an analytical tool to understand and seek clarity of cases so that researchers know more clearly about the phenomenon of da'wah in the ex-Dadapan localization community. The results of this study conclude that the da'wah process that occurs in Dadapan Village in social exchange theory explains that they are willing to interact when the interaction produces benefits for themselves. Therefore, in the dynamics of increasing religious understanding in the ex-Dadapan localization, it is necessary to have a reward given so that people want to interact in discussing religious studies.

Understanding Social Capital Formation for Knowledge Sharing in Virtual Communities

2011 ◽  
pp. 136-155
Author(s):  
Shafiz A. Mohd Yusof
Keyword(s):  
Social Capital ◽  
Knowledge Sharing ◽  
Social Exchange ◽  
Social Exchange Theory ◽  
Virtual Communities ◽  
Elementary Theory ◽  
Virtual Community ◽  
Future Research ◽  
Future Research Agenda ◽  
The Social

This chapter attempts to explore the possibility of building social capital in virtual community(VC) by first introducing the phenomenon, its problems and context, types of VCs and the significance of knowledge sharing. This chapter then presents the process of social capital from a sociological standpoint where two main theories will be used—the elementary theory of social structure and the social exchange theory as the backbone of the arguments. By integrating both theories, a conceptual framework that includes six antecedents to develop social capital is provided. Subsequently, the propositions are expressed in terms of implications to the sociological approach of VC and some conclusions are made by including some future research agenda.

The Impact of Non-Financial Rewards on Organizational Attractiveness

2019 ◽  
Vol 9 (6) ◽  
pp. 157-165
Author(s):  
Perera K.E.P ◽  
Karunarathne R.A.I.C
Keyword(s):  
Social Exchange ◽  
Undergraduate Students ◽  
Quantitative Research ◽  
Social Exchange Theory ◽  
Exchange Theory ◽  
Research Approach ◽  
Organizational Attractiveness ◽  
The Social ◽  
The Impact

The main objective of this study was to examine the impact of nonfinancial rewards on organizational attractiveness. Drawing on the social exchange theory we develop and empirically test a model to explain the role of nonfinancial rewards, i.e. work-life balance, learning opportunities, and career advancement on organizational attractiveness. Following the quantitative research approach we collected data from 88 undergraduate students from 3 main universities in management in Sri Lanka. To test the model we developed one hypothesis. The results of simple linear regression suggested that nonfinancial rewards had statistically significant effect on generation Y candidates’ organizational attractiveness. This study mainly contributes to enhancing our understanding of the social exchange theory.

scholarly journals Transformational Leadership and Employee Job Satisfaction: The Mediating Role of Employee Relations Climate and the Moderating Role of Subordinate Gender

2021 ◽  
Vol 19 (1) ◽  
pp. 233
Author(s):  
Chiyin Chen ◽  
Xinyi Ding ◽  
Jiachen Li
Keyword(s):  
Job Satisfaction ◽  
Transformational Leadership ◽  
Social Exchange ◽  
Social Exchange Theory ◽  
Underlying Mechanism ◽  
Employee Relations ◽  
Frontline Employees ◽  
Employee Job Satisfaction ◽  
Moderated Mediation Model

Scholars have paid extensive attention to transformational leadership for decades. However, existing studies still lack ample discussions on the underlying mechanism and boundary conditions of its influence on employee job satisfaction. This study proposed a moderated mediation model based on social exchange theory. We collected survey data from 211 frontline employees to verify our hypotheses. The results showed that transformational leadership was positively associated with employee job satisfaction via the mediation role of the perceived employee relations climate. Furthermore, the relationship between transformational leadership and the employee relations climate, as well as the indirect relationship between the two, was demonstrated to be more significant for male employees. This study offered a new account of the mechanisms of transformational leadership and clarified a boundary condition for its effectiveness.

scholarly journals Development Idiosyncratic Deals and Employee Performance

2021 ◽  
Vol 4 (3) ◽  
pp. 63-72
Author(s):  
Mariam Tauba ◽  
Andrew Kimwolo
Keyword(s):  
Social Exchange ◽  
Social Exchange Theory ◽  
Employee Performance ◽  
Exchange Theory ◽  
Leader Member Exchange ◽  
Idiosyncratic Deals ◽  
The Social ◽  
Member Exchange ◽  
The Relationship

Employee performance has been at the helm of academic research over the years. The changing nature of work has unearthed several antecedents of job performance. The purpose of this study was to examine employee performance through the development of Idiosyncratic deals and Leader-Member-Exchange-quality lens of antecedents. The study is anchored on the social exchange theory. The hypotheses were tested on a sample of 325 employees of ICT firms in Uganda, using a cross-sectional survey. Three hundred two responses were used for analysis after cleaning of data. The direct hypotheses were tested using correlation analysis, while the mediation was tested using the Hayes Process macro model 4. The results supported the relationship between development idiosyncratic deals and employee performance and LMX quality and employee performance. This study found a significant mediating role of LMX-quality on the relationship between development idiosyncratic deals and employee performance. The study made contributions to the literature on idiosyncratic deals, employee performance, leader-member exchange quality as well, as the Social exchange theory. The study recommends adopting good quality LMX relationships to enhance the role of development idiosyncratic deals on employee performance among ICT firms. 

Do HR practices facilitate innovative work behaviour? Empirical evidence from higher education institutes

2020 ◽  
pp. 1-10
Author(s):  
Aneeqa Zreen ◽  
Muhammad Farrukh ◽  
Nagina Kanwal
Keyword(s):  
Social Exchange ◽  
Structural Equation ◽  
High Performance ◽  
Social Exchange Theory ◽  
Service Sector ◽  
The Social ◽  
High Performance Work Practices ◽  
Innovative Work ◽  
Innovative Work Behaviour

BACKGROUND: Nothing we do is more important than hiring and developing people. At the end of the day, you bet on people, not on strategies,” Lawrence Bossily. OBJECTIVE: Drawing on the above quote, this study investigates the role of High-performance work practices (HPWP) in fostering innovative work behaviour (IWB) of service sector employees. METHODOLOGY: Data collected by structured questionnaires were analysed through the structural equation modelling technique. RESULTS: Findings showed that selection and training & development play a significant role in fostering innovative work behaviour. Moreover, self-efficacy proved to be a significant mediator in the mechanism of HPWP-IWB. CONCLUSION: The finding of the study underpins the reciprocity perspective of the social exchange theory (SET). Additionally, the study also endorses that human resources are not a thing companies do. It is the thing that runs businesses.

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