Based on the social network theory,this study explores the impact of corporate social media behaviors on network embedded governance,that is,how different social media behaviors of manufacturers promote network embedded governance and whether the embeddedness characteristics of partners'network structure can strengthen the above relationship.Taking the cooperative relationship between manufacturers and distributors as the research context,this paper collects 324 questionnaires from the perspective of manufacturers.The empirical test results show that social media task interaction behavior and relationship interaction behavior both have positive impacts on network embedded governance.Distributors'network density enhances the positive influence of social media task interaction behavior on network embedded governance,and contrary to our expectation,distributors'network centrality cannot enhance the positive influence of social media relationship interaction behavior on network embedded governance.This study enriches the discussion on the use of social media in the field of inter-firm relationship management,and focuses on the inter-firm relationship governance from the social network level,providing decision-making basis for firms to seek and establish a new inter-firm relationship governance mechanism.
marketing channelcorporate social media behaviorsnetwork densitynetwork centralitynetwork embedded governance
NETL
NSTL
万方数据
