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Currently, many firms have established brand fan pages on various social network sites. The purpose of this paper is to extend the conventional trust theory, which involves only perspective of trust.

This study targeted community members who have purchased tourist packages from travel agencies and have joined the official brand fan pages of the agencies for at least one year. A total of 646 valid samples were collected.

Structural equation modeling was employed to conduct path analyses, and the results show that the seven hypothetical paths proposed in this study are supported by the theoretical model, which exhibited desirable goodness-of-fit.

Finally, practical suggestions are offered for community managers.

This study was conducted by integrating the models of consumer-to-consumer and business-to-consumer interactions.

This paper aims to, building on the concept of relational benefits, relationship marketing investments, gratitude, satisfaction and favorable reciprocal behaviors, examine the mechanism of cultivating relationships with valued customers at an upscale restaurant.

To capture the traits of the population (upscale restaurant customers who perceive relationship marketing investments by experiencing relational benefits), upscale restaurant customers with membership cards were contacted in the survey. Structural equation modeling was used to test measurement and structural models.

Empirical findings indicated that confidence and social benefits positively contributed to relationship marketing investments, whereas special treatment benefits were not significantly related to relationship marketing investments. In turn, relationship marketing investments positively affected both gratitude and satisfaction; relationship marketing investments were also more associated with gratitude than satisfaction. Gratitude positively evoked favorable reciprocal behaviors; however, satisfaction did not trigger favorable reciprocal behaviors.

The integration of relationship marketing investments and gratitude into the conceptual model would allow the current findings to generate rich theoretical and practical implications that the extant hospitality literature has not elucidated.

Small businesses play a vital role in job creation and economic growth, and previous studies have noted that higher state tax rates may reduce entrepreneurial activity, growth, and hiring. The paper aims to discuss this issue.

In this paper, the authors use a 1989-2005 panel of state-level data to explore the effects of state income tax reciprocity agreements on several measures of small business activity. Since a reciprocity agreement exempts non-resident income from a state's personal income tax base, it has the potential to reduce barriers to entrepreneurial activity and lower tax compliance costs.

The results indicate that reciprocity agreements appear to have reduced the tax-rate sensitivity of entrepreneurial activity, which may lead to more small business and entrepreneurial activity in states with more active agreements, other factors constant. This suggests that personal income tax reciprocity agreements may be a credible policy tool to expand small business activity.

In this study, the paper sets out to determine if small business and entrepreneurial activity is greater in states that have reciprocity agreements and if such activity is dependent on the number of active agreements in place. Given recent nationwide efforts to ease compliance costs for business through other initiatives such as the Telecommuter Tax Fairness Act and the Streamlined Sales Tax Agreement, this study is the first to quantify how decreasing tax compliance and eliminating barriers to labor mobility affects small business activity. The results therefore have the potential to help shape debates in many states today.

Controversy exists about the shape of the relationship between loyalty and profitability. This paper aims to address the possibly nonlinear effects of behavioral loyalty (BLOY) on customer spending (as a proxy for profitability). Building on social exchange theory and the norm of reciprocity, it examines the asymmetries between BLOY and customer spending and the moderating influence of personal communication (PCOMM) as a social reward and dispositional positive reciprocity as process evidence.

Study 1a (n = 309) gathered customer data from four restaurants and Study 1b (n = 252) data from hotel guests after they checked out. Study 2 is an experimental study with two manipulated factors (BLOY and PCOMM). In total, 295 participants from a large German online panel completed the study.

The results indicate an inverted-U shaped relationship between BLOY and customer spending: after reaching a turning point, customers gradually curb spending as their BLOY further increases. High PCOMM acts as a reciprocal response while triggering additional customer spending particularly at higher levels of behavioral loyalty; positive reciprocity adjusts the differences in customer spending when social rewards such as PCOMM are present.

The asymmetric relationship between BLOY and customer spending is tested only for hedonic service settings.

Not all loyal customers spend more – companies need to meet their reciprocal obligations before they can benefit from increased customer spending.

The present research re-considers the nature of the relationship between BLOY and customer spending and reveals an inverted-U shaped relationship, with a turning point beyond which greater customer loyalty decreases customer spending. It finds converging process evidence for the mechanism of reciprocity underlying this relationship. This study also details the financial impact of BLOY on the firm by investigating actual customer spending.

The purpose of this paper is to investigate how customer power of environmental factors affects customer support (CS) engineers’ personal motivations in a knowledge-sharing context. The authors examine extrinsic (i.e. organizational rewards, reputation, and reciprocity) and intrinsic motivations (i.e. knowledge self-efficacy) affecting knowledge-sharing intentions based on the social exchange theory (SET) and self-efficacy theory. Furthermore, the authors introduce the concept of the social power theory to investigate the moderating effect of customer power on the relationships between personal motivations and knowledge-sharing intentions.

This study collects 349 questionnaires of CS engineers from 16 countries, including the USA, China, Japan, South Korea, and Taiwan. After the data collection, the research model and hypotheses are tested using partial least squares.

The empirical results show that reputation, reciprocity, and knowledge self-efficacy are significantly and positively related to knowledge-sharing intentions. Also, the results show that customer power can significantly moderate the relationships between personal motivations and knowledge-sharing intentions.

The findings help multinational corporations employ the perception of customer power to motivate CS engineers to share knowledge. Especially, the results can help organizations increase customer added value through effective knowledge sharing.

The research model integrates personal motivations derived from the SET and self-efficacy theory and customer power of environmental factors. Additionally, this study is the first to investigate the moderating effect of customer power on employees’ personal motivations and behavioral intentions.

The purpose of this paper is to analyze the major factors in the intention to adopt pro-social behavior through the internet by dividing them into personal factors and internet factors.

This research uses an empirical model to determine which personal and internet features are significant to consumers’ pro-social concerns. Internet factors may also affect pro-social behavior in addition to personal factors that many psychological studies have found to be influential. Through internet survey of 150 responses, the research model was analyzed with the partial least squares method.

The findings indicate that social influence (SI) and specific internet characteristics generate perceived reciprocity and perceived ease of use of the internet in customers that encourages pro-social behavior.

The findings provide non-profits with a theoretical foundation for their marketing. Many agencies and media reports have pointed out the importance of the internet in social causes. This study offers a thorough model revealing the influential factors in pro-social activities.

This study has discovered the influential factors that non-profit organizations must consider in order to persuade their population targets. Organizations striving to capture consumers’ attention and purchase behavior (in the form of a social contribution) must facilitate SI and ease of use, as these are highly influential.

Pro-social behavior and internet adoption have been widely studied separately but rarely together. This study analyzes the major factors in the intention to adopt pro-social behavior through the internet by dividing them into personal factors and internet factors.

This paper aims to explore the role of personal relationships (friendships) in mitigating knowledge hiding behaviour between managers.

This study uses a phenomenological methodology by studying seven UAE-based firms. Furthermore, 30 semi-structured (15 dyadic) interviews with senior managers are undertaken. The senior managers were chosen from multiple industries including plastic, frozen food, logistics, etc.

Based on 30 semi-structured interviews and comprehensive data analysis, results reveal that the development of personal relationships between managers results in higher interpersonal trust, mutual loyalty, higher cooperation, strong mutual goals and cultivation of reciprocity. The result further states that these factors diminish knowledge hiding behaviour between them.

This study has some limitations. First, this study explores behavioural patterns concerning the United Arab Emirates culture only. Second, the results presented in this study should be quantitatively tested to demonstrate their generalizability.

Firms can use this study’s findings to understand how and why personal relationships between managers within firms diminish knowledge hiding behaviour.

There is a dire need for research exploring how knowledge hiding can be mitigated in firms. This paper addresses this gap by exploring the role of personal relationships in the knowledge hiding literature.

The present work investigates the micro-mechanisms underlying the link between psychological contract violation (PCV) and incivility in women employees. Building on social exchange theory (SET) and the norm of reciprocity, the authors utilized a multi-dimensional variable, labeled “Aggressive Reciprocal Attitude” (ARA), composed of three sub-constructs, namely anger, hostility and negative reciprocity, to explain negative women's uncivil behaviors. Further, the effect of conscientiousness is hypothesized to restrain the mechanism of ARA.

Confirmatory Factor Analysis (CFA) and Covariance-based Structural Equation Modeling (CB-SEM) were used on a sample of 194 women from 4 different organizations to empirically validate the proposed conceptual model and test the hypothesized relationships.

Women's ARA is shown as a partial mediator of the relationship between PCV and incivility. Conscientiousness significantly moderates the link between ARA and incivility.

Managers should avoid stereotyping women as more compliant and submissive. Based on women's tendency to reciprocate negatively, this study’s findings suggest that reducing the negative reciprocity attitude is advisable by demonstrating that negative responses are an unsuccessful strategy and encouraging other forms of reaction.

By introducing the negative reciprocity attitude in the construction of the variable ARA, the authors overcome the contradiction between the social role theory, according to which women avoid unsociable behaviors, and studies demonstrating a remarkable presence of conflicts among women.

The purpose of the paper is to examine how media synchronicity facilitates the emergence of social exchange (i.e. trust and reciprocity) in organizations’ information and communication technology (ICT)-mediated interactions. A model of media synchronicity in organizational social exchange (MSiOSE) is proposed.

The paper has a design and review approach. The theoretical analysis is based on social exchange theory (SET) and media synchronicity theory (MST).

The authors propose that, in general, social exchange benefits from both asynchronous and synchronous communication processes. However, media synchronicity has different boundary conditions (i.e. pros and cons) in relation to the emergence of social exchange, determined in accordance with the mutually interacting patterns of trust and reciprocity predicted by SET. The authors provide testable theoretical propositions to support the analysis.

Social exchange is a critical business factor for organizations due to its well-known positive outcomes, such as the strengthening of social ties. The need for successful social exchange in remote work conditions is particularly emphasized. However, with regard to the communication and behavioral patterns that lead to social exchange via ICT, the theoretical understanding is limited. The study reveals previously unmapped heuristics between social exchange and physical media capabilities. Thus, the study's propositions can be used to study and analyze social exchange in the ever-changing media landscape. As a practical contribution, the study helps organizations to improve their communication strategies and use of ICT.