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In the presence of coronavirus disease 2019 (COVID-19), due to the social distance restriction, consumers' regular consumption behaviors and patterns have been changing fundamentally. Thereafter, an innovative group buying model has emerged and developed explosively with a specific focus on consumer's location, known as community-based group buying (CGB). The purpose of this paper is to investigate the transfer mechanism of user's trust in dyadic contexts of social and commercial role-playing in the CGB program.

This study adopts an empirical research method, with an online and offline questionnaire survey, a total of 382 responses have been obtained. Then, both descriptive analysis and hierarchical regression analysis are conducted to explore the dual roles of group leader and its corresponding effects on consumers' trust (i.e. emotional trust and behavioral trust) and engagement actions (i.e. purchase and share) in the CGB program.

Results indicate that resident's trust and their perception of group leader's friend role can positively enhance their engagement actions in the CGB programs. Meanwhile, for the purpose of profit maximization, the group leader is more willing to play a friend role in transactions no matter whether the role conflict exists.

Research findings provide some managerial insights for CGB platform on the selection and training of group leaders and the incentive mechanism design.

The research community currently employs four very different versions of the social network concept: A social network is seen as a set of socially constructed role relations (e.g., friends, business partners), a set of interpersonal sentiments (e.g., liking, trust), a pattern of behavioral social interaction (e.g., conversations, citations), or an opportunity structure for exchange. Researchers conventionally assume these conceptualizations are interchangeable as social ties, and some employ composite measures that aim to capture more than one dimension. Even so, important discrepancies often appear for non-ties (as dyads where a specific role relation or sentiment is not reported, a specific form of interaction is not observed, or exchange is not possible).

Investigating the interplay across the four definitions is a step toward developing scope conditions for generalization and application of theory across these domains.

This step is timely because emerging tools of computational social science – wearable sensors, logs of telecommunication, online exchange, or other interaction – now allow us to observe the fine-grained dynamics of interaction over time. Combined with cutting-edge methods for analysis, these lenses allow us to move beyond reified notions of social ties (and non-ties) and instead directly observe and analyze the dynamic and structural interdependencies of social interaction behavior.

This unprecedented opportunity invites us to refashion dynamic structural theories of exchange that advance “beyond networks” to unify previously disjoint research streams on relationships, interaction, and opportunity structures.

In this chapter, I focus on two methodological issues involved with conducting ethnographies of very young children; establishing a researcher role in preschool classrooms while simultaneously gaining access into children’s culture and the trust of adult gatekeepers involved (i.e., teachers). Drawing on my participant observation experiences in 10 preschool classrooms (over 470 hours and 19 months of observations), I challenge the use of the friend role (Fine & Sandstrom, 1988) and least-adult role (Mandell, 1988) in research with young children. I examine how teachers mediate the researcher’s role in participant observation of children in preschool classrooms demonstrating the importance of establishing a middle manager role between teachers and children when conducting participant observations. I also discuss strategies used to overcome adult’s mediation of the researcher’s role, and strategies for simultaneously gaining teachers and children’s rapport in participant observation research in ways that formulate positive relationships with adults and children. I demonstrate the importance of researcher reflexivity of children’s and adults’ assessments of researchers’ roles in the field, highlighting how researchers’ impacts on children are not dependent on the times they are present in the field. Instead, I show that children continue to critically assess researchers’ positionality and roles in the field, often times seeking the help of adults (i.e., parents and teachers), further stressing the need for researchers to negotiate an understanding of their roles with both adults and children prior to and while in the field.

We do not yet have a good understanding of how generation Y makes decisions. Since this segment will soon wield greater influence in the market place, the purpose of this paper is to carry out an exploratory analysis and develop a framework on generation Y decision making.

The dual-system approach states that individuals use a heuristic-based process (system 1) and/or an analytic-based process (system 2) to make decisions. Evidence from six focus group discussions with generation Y is integrated with this approach.

Generation Y has an active heuristic-based system 1. However, they tend not to evaluate options on their own, i.e. system 2 is “lazy”. Instead, friends, family and digital media play the role of a “proxy” system 2.

A limitation is that the study uses data from a small sample of individuals in one country and uses only one methodological approach.

Digital media is a vital component of the analytical “proxy” system 2. Therefore, reallocating advertising efforts from traditional media to digital media is perhaps one reason for declining differentiation between brands. Brands that compete on tangible attributes should target individuals designated as “product experts” by their friends.

The study identifies different factors and the role they play in influencing generation Y's decisions. The paper has important implications for academics and marketers interested in understanding how generation Y makes decisions.

Purpose – Occasionally, we find our social roles transitioning from friend to researcher. This chapter is a reflexive account of one such transition. The author examines the emotions, the concerns and the rewards and stresses of this shift in her relationship with individuals and community.

Methodology/Approach – The author moved to Arviat, Nunavut, in 2004 and gradually found her inner sociologist could not be contained. Through a process of consultation with the Inuit community in which she was residing, she transitioned from the role of friend to that of researcher. This was complicated by her social location as a Western outsider who had been accepted as a community member.

Findings – Reflexivity is a key component of mitigating the challenges which arose and pursuing ethical research, as well as managing the dynamic range of experiences and feelings which emerged during this process.

The purpose of this paper is to study the effects of multidimensional friendship networks on economic outcomes in the domain of online people-to-people (P2P) lending markets.

The empirical analysis is based on the data set of transactions and friendship networks from PPDai.com market, the most prominent P2P lending market in China. A friendship hierarchy is proposed in this paper to conceptualize friendship network types. Furthermore, methodologies of t-test, logistic regression and ordinary least squares regression are implemented to measure the impact of multidimensional friendship network variables on the probability of successful funding, as well as the interest rates on funded loans.

The study demonstrates significant effects of structural, relational and cognitive friendship networks using PPDai.com data. The results indicate that structural friendship network measured in terms of the number of friendship ties is a significant factor of funding performance. Additionally, borrowers, who are involved in higher-quality friendship networks, are more likely to be funded and pay lower interest rates on funded loans. Also, the deeper the level of the relationship is in the friendship hierarchy, the more significant will be the effect of friendship on the final economic results. Furthermore, quality is more important than quantity in determining funding performance.

This paper is the first to study the effects of multidimensional friendship networks on economic outcome variables in the domain of online P2P lending, thus broadening the theory of multidimensional social capital, which can deepen our understanding about how social networks work and have significant implications practically and theoretically.

This qualitative study explores the past experiences of six post-secondary students who self-identified as Lesbian, Gay, Bisexual, and/or Queer (LGBQ) and held leadership roles in student organizations at one large public institution. The purpose of this exploration was to better understand the impact of friendship on the development of a leadership identity. Utilizing Komives et al.’s (2005) Leadership Identity Development (LID) model as a framework, data were obtained from a series of three in-depth interviews with each participant and analyzed through a grounded theory approach. The significance of friendship was noted across all stages of the LID model. Based upon my findings and the suggestions put forth by the participants, a number of recommendations are made for higher education research and practice.

The purposes of this study were to describe the roles mentors enacted as part of an afterschool science, technology, engineering and mathematics (STEM) program and how those roles varied across three sites and to explain those differences.

The authors used a comparative case study design and collected data primarily from interviews with program mentors and observations of the sessions.

The authors found that the mentors played four roles, depending on the school site: teachers, friends, support and role models. Mentors interpreted cues from the environment in light of their own identities, which ultimately led them to construct a plausible understanding of their roles as mentors.

The authors identify four mentoring roles that are somewhat consistent with prior research and demonstrate that the roles mentors enact can vary systematically across sites, and these variations can be explained by sensemaking. This study also contributes to research on mentoring roles by elaborating each identified role and offering a framework to explain variability in mentor role enactment.

The authors recommend that mentoring program directors discuss the roles that mentors may enact with mentors as part of their training and that they engage mentors in identity work and also recommend that program managers create unstructured time for mentors to socialize outside STEM activities with their mentees.

This study contributes to mentoring research by using sensemaking theory to highlight how and why mentoring roles differ across school sites.

Professional practice doctorate programs’ purpose is to prepare practitioners in the industry to lead and solve current and future complex problems with the application of research. The authors aim to argue that leadership, critical friends, and engagement of the education community together have the potential to assist in enhancing professional practice doctorate graduates’ outcomes.

From three case studies of redesign and implementations of Ed. D. programs associated with the Carnegie Project on the Education Doctorate, the authors discuss how distributed leadership and implementation of contemporary motivational concepts within a university empowers and incentivizes faculty to develop and enhance effectiveness of professional practice doctorates.

The concept of critical friends, those who are not invested in a specific situation, can provide objective and fresh insight and is applied as a reform strategy. Engaging the industry, that is, the education community, to further in‐context experiences for both faculty and graduate students provides not only venues for research and continual updates in the field, but also access to data, participants, and information needed for both doctoral dissertations in practice, but also faculty research. The authors conclude that the three concepts support enhancement of effectiveness of professional practice doctorate programs and accountability for graduates’ impact in the workplace.

The authors’ analyses of two professional doctorate programs generated three themes as important contributors to the (re)design, implementation, and evaluation of the Ed.D.: leaders, critical friends, and the education community. By considering the roles of leaders, critical friends, and the education, a conceptual model can be developed to support success.

Social commerce (s-commerce) is an online business model combining commercial and social features. Vendors may engage in a business-oriented relationship with customers and/or establish a personal relationship with customers. The role performed by the vendors may not match customer expectations and needs, resulting in low repurchase intention. Drawing on role theory in the context of customer orientation, this study integrates functional customer orientation (FCO) and relational customer orientation (RCO) with the expectation–confirmation model (ECM) to propose a theoretical framework for explaining customers' post-consumption behaviors. This study also examines how product-specific attributes moderate the effect of FCO and RCO on customer satisfaction.

This study analyzed 273 survey responses from WeChat users by using PLS-SEM.

The results confirmed that the confirmation of customer expectations positively affected FCO and RCO. Additionally, FCO and RCO had different effects on customer satisfaction, depending on product type and brand awareness, and their effects on customers' post-consumption behaviors also varied.

The findings suggest that both business and social roles are important to customers in C2C s-commerce. This study also demonstrates product characteristics moderating the effectiveness of customer orientation on customer satisfaction.

This study provides empirical support for vendors and platform developers to implement appropriate selling strategies and manage customer expectations in C2C s-commerce.

This study is the first to incorporate FCO and RCO into the ECM theoretical framework to obtain new insights into vendors' selling approaches in C2C s-commerce, thus contributing to the marketing literature.