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The increasing popularity of live-streaming commerce has provided a new opportunity for e-retailers to boost sales. This study integrated signaling theory and social exchange theory to investigate how streamer- and product-centered signals influence customers’ likelihood of making an impulsive purchase in the live-streaming commerce context.

An online survey was designed and distributed to the target respondents in China using purposive sampling. A total of 735 valid responses were analyzed with partial least square structural equation modeling (PLS-SEM).

Both streamer-centered signals, i.e. streamer credibility and streamer interaction quality, were discovered to significantly influence product-centered signal, i.e. product information quality. Additionally, streamer interaction quality was found to have a significant impact on streamer credibility. Furthermore, it was observed that customer engagement played a significant mediating role in the relationship between product information quality and impulsive buying tendency. Moreover, the paths between product information quality and customer engagement, as well as the connection between engagement and impulsive buying tendency, were found to be moderated by guanxi orientation.

Despite the prevalence of impulsive purchases in live-streaming commerce, few studies have empirically investigated the impact of streamer and product signals on influencing customers’ impulsive purchase decisions. Consequently, to the best of our knowledge, this study distinguishes itself by offering empirical insights into how streamers use reciprocating relationship mechanisms to communicate signals that facilitate impulsive purchase decisions.

To promote the success of peer-to-peer accommodation, this study examines the effects of online host–guest interaction as well as the interaction's boundary conditions of listing price and reputation on listing popularity.

Using 330,686 data collected from Airbnb in the United States of America, the authors provide empirical evidence to answer whether social-oriented self-presentation and response rate influence listing popularity from the perspective of social exchange theory (SET). In addition, the authors investigate how these two kinds of online host–guest interactions work with listing price and reputation to influence listing popularity.

The results reveal the positive association between online host–guest interaction and listing popularity. Notably, the authors find that listing price strengthens but listing reputation weakens the positive effects of online host–guest interactions on listing popularity in peer-to-peer accommodation.

This study is the first attempt to adopt SET to explain the importance of online host–guest interactions in influencing listing popularity as well as examine the moderating role of listing price and reputation on the above relationship.

Entrepreneurial support programs, like incubators and accelerators, often offer mentorship to new ventures. However, existing research on mentoring has mainly focused on the entrepreneur's perspective, leaving researchers with limited understanding of why experienced mentors provide support to new ventures. This study aimed to explore mentors' motives in mentor–venture relationships and their impact on the advisory process. It also examined different types of mentors (social and commercial) and their motivations for assisting and supporting new ventures.

The present study utilizes a qualitative research approach to investigate the motivations and mechanisms through which new venture mentors assist founders in their growth and success. In-depth interviews were conducted with 18 mentors supporting both social and commercial ventures. These mentors were selected from ten accelerator and incubator programs situated in Belgium. The interviews aimed to gain insights into the mentors' motivations and their experiences in the role of mentors.

Based on the social exchange theory and the norm of reciprocity, this study identified two main motives of mentors: “gaining back” reflecting mentors’ self-interest in deriving benefits from the relationship and “paying back” representing their altruistic reasons for supporting new ventures. Additionally, the study identified mentor functions that primarily involved providing career-related support to new ventures. Moreover, the research revealed intriguing similarities and differences in the motivations and mentoring functions between mentors of social and commercial ventures.

Future research should explore the evaluation process and criteria used by mentors and new ventures when selecting each other for a productive mentoring relationship. Additionally, further investigation is needed to examine the firm-level impact of various mentoring services on the performance of social and commercial new ventures at different stages of development. Comparing mentor motives and functions across diverse geographical settings would address the limitation of the study and provide a more comprehensive understanding of the topic.

The findings of the study can inform policymakers, accelerator and incubator program managers and new ventures seeking mentors and support initiatives. They can use the insights to design effective mentoring programs that align with the specific needs and motivations of mentors and new ventures. Understanding the different motives and functions of mentors can help in the selection of appropriate mentors who can provide the necessary support and expertise to new ventures.

The study highlights the importance of mentorship in the development of entrepreneurial ecosystems. Accelerator and incubator programs play a crucial role in connecting new ventures with mentors who have the right motivation and expertise, contributing to the growth and success of new ventures and the overall entrepreneurial ecosystem. By identifying both altruistic and self-interest motivations in mentoring relationships, the study emphasizes the dual dimensions that characterize the mentor–venture relationship. This understanding can foster stronger collaborations and reciprocal exchanges between mentors and new ventures, ultimately benefiting both parties.

This research contributes to the entrepreneurship literature by exploring the mentor–new venture relationship from mentors' perspective. It expands the existing research on mentor–protégé relationships, broadening the understanding of mentoring dynamics in different organizational settings. The findings offer insights grounded in social exchange theory and provide directions for future research on mentor–venture relationships, resource exchange and relationship development. The study also holds practical implications for policymakers and program managers involved in fostering mentoring initiatives for new ventures.

Engaging suppliers in joint innovation can be an effective means for buyer firms to overcome internal resource/capability limitations. The purpose of this research is to investigate the impacts of cultural and trust congruences between the supplier and buyer firms on joint innovation. In addition, we examine the relationship commitment as an antecedent of cultural and trust congruences.

The study constructs a theoretical model based on social exchange theory (SET) and examines it using data from Chinese manufacturing firms.

The results suggest that cultural and trust congruences between suppliers and buyers positively influence joint processes and product innovations. Furthermore, we find that while normative relationship commitments of supplier firms promote cultural and trust congruences with buyers, instrumental relationship commitments only positively affect trust congruence.

This study enhances our understanding of social exchanges by adopting a dyadic view to examine the interconnectedness between relationship commitment, cultural and trust congruences, and joint innovation. These findings also offer practical managerial implications for managing collaborative innovation projects.

This study aims to explore how relationship trust and different types of influence strategy (i.e., non-coercive and coercive influence strategy) impact green customer integration (GCI), while investigating the moderating mechanisms of big data development and social capital.

Following hierarchical linear regression analysis, the authors examine hypothesized relationships by combining survey data from 206 Chinese manufacturers with secondary data.

The results show that relationship trust positively affects non-coercive influence strategy, while its impact on coercive influence strategy is insignificant. Non-coercive influence strategy has an inverted U-shaped impact on GCI. Furthermore, big data development flattens the inverted U-shaped relationship between non-coercive influence strategy and GCI. Conversely, social capital steepens the inverted U-shaped relationship between non-coercive influence strategy and GCI.

This study sheds light on managers on how to involve customers in GCI through friendly strategies that favor the involvement of customers and the willingness to develop environmentally friendly initiatives.

Although GCI has received widespread attention, how it can be enhanced remains unclear. These findings provide novel insights into the emerging GCI literature and complement social exchange theory.

This study aims to examine the role relational dynamics, grounded in the theories of social exchange and social capital, play within the context of geographic indication (GI) food supply chain network (FSCN) performance.

A total of 30 qualitative interviews were undertaken with key informant stakeholders across a variety of organizations within Turkish GI FSCNs. An open, axial and selective grounded theory coding process was used for the analysis, teasing out critical themes that underpinned the conceptual framework.

The findings identify the formal and informal mechanisms which govern GI FSCNs. These two forms of governance mechanisms influence network performance, which was found to comprise logistics, production, business and socio-economic performance dimensions. Transparency, GI traceability, trust and psychological contract violations were found to mediate the link between governance and network performance outcomes.

To the best of the authors’ knowledge, this study is the first to explore GI FSCNs from the perspective of relationship marketing and through the lens of social exchange and social capital theory. Accordingly, both academics and practitioners can benefit from the study, as it unveils relevant relational factors underpinning such networks.

The aim of this study is to examine the relationships among hotel employees’ creative self-efficacy, co-creation and new service development moderated by collective efficacy in the context of social exchange theory (SET).

Data were collected by using questionnaire from the frontline employees working in hotels in Pakistan. A total of 220 employees participated in the survey. Structural equation modeling has been used.

Results show that employees’ creative self-efficacy enhances co-creation and helps in new services development. Moreover, collective efficacy moderates the relationship between individual employees’ creative self-efficacy and co-creation.

Hotel managers should focus on building employees' self-efficacy beliefs to enhance their motivation and performance in new service development. Moreover, they should establish platforms for co-creation with customers, involving them in idea generation, feedback and testing, to ensure new services meet customer needs and increase their adoption.

Earlier literature has examined the co-creation and new service development from various perspectives, largely ignoring the social exchange theory. This is the pioneering study that examines these relationships through the lens of social exchange theory. Moreover, most of the literature has analyzed the co-creation separately, i.e. either employees’ co-creation or customers’ co-creation. To understand the phenomenon of co-creation in depth it is believed that co-creation should be analyzed from both these aspects. Therefore, this study examined this phenomenon by including employees’ as well as customers’ co-creation for better understanding. Moreover, the group influence is examined in explaining the new service development through collective efficacy. Therefore, this study is unique in explaining the co-creation and new service development from various angles.

This study aims to explore the impact of remote work (RW) on millennials’ organizational commitment (OC) by addressing four research gaps identified in existing studies. Drawing on social exchange theory (SET), the authors also investigate if millennials are well-suited for RW environment and how shared leadership (SL) and followership moderate the relationship between RW and millennials’ OC.

A survey was conducted involving 154 millennial employees. Confirmatory factor analysis and hierarchical multiple regression analysis were performed to investigate the moderating effect of SL and followership on the relationship between RW and millennials’ OC.

The results reveal that millennials’ OC increases with the degree of RW. Moreover, both SL and followership exhibited a moderating effect on the RW-millennials’ OC relationship, emphasizing their importance in shaping millennials’ OC.

While the effect of RW on individual-level outcomes remains controversial, this study sheds light on the positive impact based on millennials' characteristics and suggests strategies to strengthen their OC in remote working environments. However, due to the cross-sectional nature of our research, a longitudinal study would be valuable to provide deeper insights.

This study contributes to the field of organizational behavior (OB) by connecting millennials’ traits with SL and followership, offering valuable insights into strengthening their OC within the context of RW through the lens of SET. By addressing and filling the four identified research gaps, our research advances knowledge in the improvement of millennials’ OC within the RW environment.

The study principally aims to investigate the relationship among work–life balance (WLB), job satisfaction (JS) and employee commitment (EC) among the railway staff by integrating the social exchange theory (SET). The study also explores JS as a mediator in the context of the new normal.

A mixed-method sequential explanatory design was utilized for this study. The research instrument was administered to 533 railway employees, using purposive sampling to ensure reliability and validity. Structural equation modeling (SEM) was employed to analyze the quantitative data and measure mediation effects. Additionally, 15 interviews were conducted with employees from three job positioning groups (A, B and C) to gain further insights into commitment-related concerns.

The study found that WLB and JS positively influenced EC, with JS acting as a mediator between WLB and EC. Furthermore, factors such as fostering friendships among colleagues, effectively managing work–life integration and recognizing the importance of job roles were identified as crucial in enhancing the relationship between WLB and EC.

The study includes SET to examine the social exchange process while considering WLB benefits as a reward from the employer and EC as the outcome of this reward. This study contributes by examining the effects of COVID-19 on the railway industry and EC. The mixed-methods sequential explanatory design gave a comprehensive understanding of the relationships between WLB, JS and EC. The study’s implications highlight the importance of implementing supportive policies, such as flexible work schedules and a supportive organizational culture, to enhance employee commitment and reduce attrition rates. The study emphasizes the significance of prioritizing employee well-being to achieve organizational goals and enhance organizational commitment.

This paper aims at from the perspective of the social exchange theory (SET) gaining an understanding of how promotion of halal concept in Sweden is perceived by Swedish hoteliers.

A mixed-methods approach has been used consisting of 62 completed surveys with closed-ended and open-ended questions, follow-up comments and five in-depth interviews with hoteliers in the mid-Sweden region. Content analysis has been employed.

Three categories of meanings are the main findings: general perception, safeguarding Swedish secular values and financially unjustifiable have been discovered. Most of the respondents have been sceptical towards halal and Muslim-friendly hotel concepts due to financial and cultural challenges these two concepts have for the Swedish tourism and hotel industries. Based on the SET, this entails more costs than benefits and is especially at odds with Swedish-rooted secular values.

This study provides practical implications and increased knowledge for tourism stakeholders including hotels in Sweden.

This is one of the very few studies on halal tourism in Scandinavia and the first Scandinavian study on hoteliers' attitudes towards halal tourism.