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Interactivity is a dimension that describes a certain condition in business networks – a propensity to use interaction in business as a major means in development processes. Expectations formed as a collective attitude and knowledge about existing economic conditions and the importance of joint solutions formed through interactions to handle them are an expression of interactivity in the network. This collective condition is important because there are some obstacles confronting the development of substantive interaction. Businesses engage in interaction only when they acknowledge and accept that mutuality is something positive and a necessary condition to achieve some positive outcomes that cannot be achieved in isolation, and that interdependencies can be used in a constructive way. Finally, there must be managers prepared to use resources to build up relationships and to develop joint solutions that will pay in the long run. All relationships require investments. These attitude and knowledge factors, which are aspects of interactivity, are a condition for handling resources and activities to create efficiency and innovativeness.

The purpose of this paper is to clarify the ontological assumptions regarding the concept of agency and sociality within business networks in the Industrial Marketing and Purchasing Group (IMP) research by refining these assumptions with a relational sociological (RS) perspective. This paper reinforces the robustness of the actors-resources-activities (ARA) model with an in-depth investigation of the actor dimension, where local interactions between interdependent individuals play a central role in building common futures within business networks through organisational reflexivity.

This conceptual paper investigates the social ontology of research. It challenges the implicit assumptions of IMP research regarding agency and sociality within business networks with a problematisation strategy (Sandberg and Alvesson, 2011). Combining IMP views on agency with the RS perspective, it sets this combined framework as an alternative for the analysis of sustainability and ethics within business networks.

Combining IMP research and an RS perspective allows us to extend the knowledge of sociality within business networks, highlighting the centrality of meaning sharing in the process of network change. By focusing on symbolic interaction processes, an RS perspective contributes to a deeper theoretical understanding of the relationship between local communication and business network patterns. Combined with an IMP perspective on agency, it provides researchers with an alternative conceptual framework for examining sustainability by considering ethics and leadership dialectically.

RS is still an emerging stream within sociology, characterised by diverse views. Not all relational sociologists, as scientists, feel obliged to engage with sustainability research. Thus, the paper is a two-sided invitation to IMP researchers and relational sociologists to delve into the adaptation processes in business networks in highly uncertain environments.

RS focusing on the centrality of communication in local interactions, business network researchers can show that organisational leaders are not the ones with a charismatic vision isolated from any natural and social environment; rather, they are the people with “the capacity to assist the group to continue acting ethically, creatively and courageously in the unknown” (Stacey,2013).

Adopting an RS perspective on agency in business networks can help managers and researchers determine how business networks can be managed in a more sustainable way. Combined with a dialectical and processual understanding of ethics, the IMP-RS perspective emphasises day-to-day local communication practices within and between organisations that challenges microeconomic views on nature, strategy, ethics and leadership. This paper thus places the social at the centre of sustainability approaches.

From an RS perspective, business networks are analysed as patterns of interactions between many organisations and individuals. The value of this conceptual paper is in showing that change within business networks is negotiated through local interactions and symbolic communication between individuals. Thus, it suggests the need to combine the individual and the organisational levels to analyse agency within business networks and to examine the adaptation of business networks to sustainability.

This study aims to investigate how small talk interaction affects knowledge sharing, examining the mediating role of interpersonal trust (affect- and cognition-based trust) and the moderating role of perceived similarity among the mechanisms of small talk and knowledge sharing.

This research conducts complementary studies and collects multi-culture and multi-wave data to test research hypotheses and adopts structural equation modeling to validate the whole conceptual model.

The research findings first reveal two trust mechanisms linking small talk and knowledge sharing. Meanwhile, the perceived similarity between employees, specifically, strengthens the affective pathway of trust rather than the cognitive pathway of trust.

This study combines Interaction Ritual Theory and constructs a dual-facilitating pathway approach that aims to reveal the impact of small talk on knowledge sharing, describing how and when small talk could generate a positive effect on knowledge sharing. This research provides intriguing and dynamic insights into understanding knowledge sharing processes.

Live-streaming e-commerce is becoming a new way for many consumers to shop. During the live broadcast process, the interaction between anchors and customers plays a decisive role on consumers' purchasing decisions. This study aims to explore how two types of interaction between the anchor and the customers (i.e. task-oriented interaction and relationship-oriented interaction) affect customers' purchase decisions.

The study establishes a model based on online trust theory and multi-sensor interaction theory. To validate the model, we carried out five simulated live-streaming events and collected data through a scenario-based survey of the viewers participating in the live-streaming (N = 244). Structural equation modeling was employed to test the hypotheses.

Both task-oriented interaction and relationship-oriented interaction have a positive impact on users' purchase decisions through the mediation of virtual touch, emotional trust and cognitive trust. Sense of power has opposite moderating effects on the impacts of relationship-oriented interaction on emotional trust and cognitive trust.

This study enriches the theory of live-streaming e-commerce by demonstrating the decisive roles of two types of anchor–customer interaction, the mediation roles of virtual touch, cognitive trust, and emotional trust in customer purchase decisions, as well as the moderating effect of sense of power on customer decision-making processes. The findings provide practical insights for anchors and live-streaming platforms about how they should arrange live-streaming content to enhance consumer purchasing decisions.

Social live streaming services (SLSS) have infused gamification into interface design and feature applications. Firms adopt gamification mechanisms to win customer loyalty in the live streaming and SLSS markets. Based on the mechanics-dynamics-aesthetics (MDA) framework and uses and gratifications 2.0 theory (UGT 2.0), this study aims to investigate the effects of game mechanics (mechanics) on enjoyment and user retention (aesthetics) through rewards and social interaction (dynamics) in the context of SLSS.

This study used an online survey via Google Forms, SurveyCake and social media platforms like Facebook, Instagram and Line to collect data from 232 SLSS users in Taiwan. Partial least squares structural equation modeling (PLS-SEM) was adopted to analyze the data.

The results validated the relationships between game mechanics and dynamic elements (rewards and social interaction) that triggered aesthetic elements (enjoyment feelings) among users. In addition, users experienced a sense of enjoyment that led to usage retention when using the gamified SLSS. Further, this study found enjoyment crucial for users to stay interactive with gamified services.

Driven by UGT 2.0, this study closed the gaps by integrating the MDA framework into the SLSS context and better understanding how game mechanics are connected to rewards and social interaction, leading to enjoyment and user retention when using SLSS. This study provides fresh insights into gamification-oriented SLSS practices. It offers significant theoretical and managerial implications and provides guidelines for SLSS platform operators on fostering user retention.

This study aims to analyse the differences between professional interaction mediated by video conferencing and direct professional interaction. The research identifies diverging interests of office workers for the purpose of addressing work ethical and business ethical issues of professional collaboration, competition, and power in future hybrid work models.

Based on 28 qualitative interviews conducted between November 2020 and June 2021, and through the theoretical lens of phenomenology, the study develops explanatory hypotheses conceptualising four basic intentions of professional interaction and their corresponding preferences for video conferences and working on site.

The four intentions developed on the basis of the interviews are: the need for physical proximity; the challenge of collective creativity; the will to influence; and control of communication. This conceptual framework qualifies a moral ambivalence of professional interaction. The authors identify a connectivity paradox of professional interaction where the personal dimension remains unarticulated for the purpose of maintaining professionality. This tacit human connectivity is intertwined with latent power relations. This plasticity of both connectivity and power in direct interaction can be diminished by transferring the interaction to video conferencing.

The application of phenomenology to a collection of qualitative interviews has enabled the identification of underlying intention structures and the system in which they affect each other. This research identifies conflicts of interests between workers relative to their different self-perceived abilities to persevere in competitive professional interaction. It is therefore able to address consequences of future hybrid work models at an existential and societal level.

The outbreak of COVID-19 significantly disrupted educational activities and forced universities to rapidly transition from the traditional face-to-face (F2F) environment to online learning formats. The purpose of this paper is to examine the effects of self-directed learning (SDL) on three instructional modalities (F2F, online and HyFlex) among emerging adults. The authors propose that class interaction enjoyment serves as a channel to understand how SDL relates to students’ satisfaction and stress reduction.

An online survey was distributed to the emerging adults, aged 18–25, at six universities across five different US states. Construct validity and reliability were tested by using confirmatory factor analysis. The moderated mediation relationship was examined by calculating the indirect effects of each course delivery format.

The results show that the positive indirect effect of SDL on stress reduction via interaction enjoyment was stronger for F2F classes. In addition, the positive indirect effect of SDL on class satisfaction via interaction enjoyment was stronger for HyFlex classes.

This literature has shown contradictory results: the effects of SDL on student satisfaction and stress reduction prove to be sometimes positive, sometimes non-significant. To better understand this relationship, the authors aim at a mediating variable – enjoyment of class interaction – as a mechanism, and a moderating variable – the instructional modality – as a boundary condition. This research contributes to emerging adults learning literature by involving the interplay among SDL, enjoyment of class interaction and the instructional modality.

Drawing on the social presence theory, this study aims to explore how supplier–customer social media interactions influence supplier observers’ trust in the customers and what mechanisms contribute to variation in trust experience.

A total of 36 semi-structured interviews were conducted with Chinese suppliers using WeChat for business-to-business interactions. Data were analyzed in three steps: open coding, axial coding and selective coding.

Findings reveal that varied trust is based not only on the categories of social presence of interaction – whether social presence is embedded in informative interactions – but also on the perceived selectivity in social presence. Observer suppliers who experience selectivity during social and affective interactions create a perception of hidden information and an unhealthy relationship atmosphere, and report a sense of emotional vulnerability, thus eroding cognitive and affective trust.

The findings contribute new understandings to social presence theory by exploring the social presence of interactions in a supplier–supplier–customer triad and offer valuable insights into business-to-business social media literature by adopting a suppliers’ viewpoint to unpack the mechanisms of how social presence of interaction positively and negatively influences suppliers’ trust and behavioral responses.

Conspicuously absent from the branding literature is research on the brand-to-brand (Br2Br) interface enabled by social media. The author proposes how networked brands-as-actors integrate their resources as Br2Br interactions that co-create consumer–brand value. As a secondary contribution, the author provides an empirical baseline exploration of the value co-creating impact of Br2Br interactions on consumer–brand evaluations and social media engagement.

Three streams of research aid in conceptualizing the value co-creating process of Br2Br interactions. A follow-up exploratory study uses a controlled Br2Br interaction stimulus in a 2 × 2 × 2 between-subjects design, where brand familiarity and product category complementarity are manipulated, and interaction spillover effects are analyzed using structural equation modeling.

The author finds Br2Br interactions positively affect consumer–brand evaluations and social media engagement likelihood. Spillover effects of these interactions are symmetric for consumer–brand evaluations for both brands. However, brand familiarity moderates the effects of Br2Br interactions on consumer–brand evaluations.

The author lays the groundwork for future research on the complexities of Br2Br interactions – including brand personality conflict, interaction duration and paratextual language – and the boundary conditions for Br2Br and brand-to-consumer relationships.

Information opacity in donation crowdfunding activities has constrained the healthy development of China’s public welfare activities. Addressing the trust crisis and enhancing public engagement warrants further investigation. This study aims to uncover the moderating effect of activity transparency by utilizing data from 1,029 donation crowdfunding projects on the Sina Weibo Public Welfare Social Platform. In this way, we seek to elucidate the impact of donation crowdfunding events on fundraising ability.

This study selects text complexity, number of supporters, creator experience, and social capital as explanatory variables; innovatively selects the number of updates of online crowdfunding activities and total reading volume as moderating variables; selects the number of shares of crowdfunding activities as a mediating variable; and constructs a moderated mediation multiple regression model for fundraising ability.

Our findings indicate that independent variables, such as text complexity, number of supporters, and social capital, can significantly affect the dependent variable, fundraising ability. However, creator experience does not influence fundraising ability. Furthermore, social interaction has a mediating effect, whereas activity transparency has a reverse moderating effect. These results indicate that social interaction can enhance the fundraising ability of donation crowdfunding events. However, with an increase in information transparency, the fundraising ability of social media decreases.

The originality of this research is in clarifying the internal factors affecting fundraising ability through induction, making bold assumptions, and focusing on how social media’s effective interaction and activity transparency will affect public welfare crowdfunding fundraising ability.