The DOI matches its Crossref record; 97 of the 97 references it cites were found in a registry or an index.
Friendship versus Business in Marketing Relationships
Abstract
Although combining friendship and business in the same relationship can be beneficial, it can also create conflict. A source of this conflict is incompatible relational expectations. True friends are expected to be unmotivated by benefits that can be used beyond the relationship (e.g., money, status), whereas business partners are, by definition, at least partly motivated by these more “instrumental” concerns. Using a role theory framework and data collected from a survey of 685 direct-selling agents, this article reports evidence that a conflict between friendship and instrumentality can undermine some of the business outcomes that friendship might otherwise foster. It also suggests that this conflict is more severe for friendships that become business relationships than for business relationships that become friendships. Study conclusions do not suggest that friendship is entirely “bad” for business and, instead, propose that friendship's influence can be both positive and negative.
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“Thus, this measure was treated as a binary variable (MacCallum et al. 2002), in which a score less than or equal to 4 (“acquaintance”) was coded as 0 (“no previous friendship”) and a score greater than 4 was coded as 1 (“previously friends”).”
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Cited by
Chan, K. W., Yim, C. K. (., & Lam, S. S. K. (2010) · Journal of Marketing · doi:10.1509/jmkg.74.3.048 · Cited by 1,081
Understanding social media effects across seller, retailer, and consumer interactions
Rapp, A., Beitelspacher, L. S., Grewal, D., & Hughes, D. E. (2013) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-013-0326-9 · Cited by 624
Homburg, C., Müller, M., & Klarmann, M. (2011) · Journal of Marketing · doi:10.1509/jm.75.2.55 · Cited by 532
Customer engagement behaviours in social media: Capturing innovation opportunities
Carlson, J., Rahman, M., Voola, R., & De Vries, N. (2018) · Journal of Services Marketing · doi:10.1108/jsm-02-2017-0059 · Cited by 345
How social media influencers impact consumer collectives: an embeddedness perspective
Mardon, R., Cocker, H., & Daunt, K. (2023) · Journal of Consumer Research · doi:10.1093/jcr/ucad003 · Cited by 82
Metadata
- Authors
- Grayson, K.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 2007-10
- Volume
- 71
- Issue
- 4
- Pages
- 121-139
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W2124028228
- Cited by
- 334
- References
- 97
- FWCI
- 28.83
- Type
- journal article
- Language
- en
- Open access
- closed
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
