Interfirm and Interpersonal Influence as Two Communication Behaviors in Marketing Channels
DescriptionPrior research sees channel communication behaviour as task-oriented and thus looks at only interfirm influence strategies, while ignoring interpersonal influence as an alternative channel communication behaviour. This study argues that channel communication behaviour may also be affected by other social forces, such as institutional and social relations, in which channel members interact with each other. Thus embeddedness theory is drawn upon and extended to embrace three embedding elements, namely task environment, institutional forces and social relations. Under this three-dimensional framework, a model is developed that specifies the antecedents, moderators and consequences of interpersonal versus interfirm communication in marketing channels. The model is then empirically tested using two matched samples of Chinese suppliers and retailers of consumer electronic goods. Finally, the implications of the findings are discussed, as well as the study's limitations and possible directions for future research.
|Effective start/end date||1/01/07 → 25/02/10|