Fairness in Network Marketing Exchange: an Exemplar of Social Embeddedness

Dixon H Ho, University of Arizona


Although transactions among friends, relatives, and acquaintances are common, limited consumer research has addressed this phenomenon. This study examined an exemplar of socially embedded exchange—NM exchanges. It was argued that the ambivalent nature of NM exchanges heightens consumers’ fairness concern. This paper thus examined the influences of such social elements as interpersonal trust, social value, and relational exchange norms on consumers’ fairness perceptions when the outcomes of NM exchanges vary. By examining the effects of social elements on consumers’ post-purchase evaluations, this paper advances our understanding of the implications of pre-transaction social ties for consumer behavior. Studying NM exchanges in this way provides insights into the negative side of social embeddedness in marketing exchange.
[ to cite ]:
Dixon H Ho (2006) ,"Fairness in Network Marketing Exchange: an Exemplar of Social Embeddedness", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 706-707.