Suchergebnisse

PurposeEntrepreneurs and individual sellers heavily leverage their social ties embedded in social media, expressive or instrumental, to penetrate the market and achieve business success. However, the extant social commerce literature offers limited understanding on how different forms of buyer−seller social ties embedded in social media affect buyers' purchase behaviors. The study draws on the theoretical lens of social ties and proposes an integrative theoretical framework to understand the direct and indirect influences of expressive and instrumental ties (ExTSM and InTSM) between buyers and sellers on buyers' purchase intention (PI) in social commerce.Design/methodology/approachThe authors first validated the measures of ExTSM and InTSM with survey data from 166 Weibo commerce buyers. They then tested their theoretical framework and hypotheses with survey data from 246 buyer−seller dyads in WeChat commerce.FindingsWith a buyer-centric view, (1) ExTSM and InTSM, respectively, had a direct negative and a positive influence on PI; (2) both trust and perceived product value displayed inconsistent mediation effects on the negative relationship between ExTSM and PI; and (3) only perceived product value mediated the positive influence of InTSM on PI. From sellers' viewpoint, (1) their ExTSM and InTSM with buyers were mixed up, and (2) the mingled social ties negatively impacted buyers' purchase intention.Originality/valueThe findings of the study advance the theoretical understanding of social commerce and offer practical guidance for small and medium-sized enterprises to effectively utilize social media for business purposes.

Este texto tem como objetivo resgatar a participação feminina na constituição da história do Serviço Social, dando visibilidade aos caminhos percorridos e aos papéis desempenhados por algumas mulheres. Para isso, analisamos o caso das pioneiras da Escola de Serviço Social de Niterói, da Universidade Federal Fluminense (ESSN/UFF). O resgate de suas falas, através da história oral, foi o caminho metodologicamente traçado. Iniciamos o texto revisitando a história profissional para, em seguida, discutirmos acerca da necessidade de retirar da invisibilidade o protagonismo dessas mulheres ao construir uma profissão. Aprofundar essa dimensão aponta para a importância de pensarmos algumas questões, como a história das mulheres, o uso da dimensão do gênero e os feminismos na pesquisa acadêmica, o que compreendemos como um grande desafio que se coloca para a profissão.Palavras-Chave: história do Serviço Social; feminismo; gênero e história das mulheres. Abstract – This text aims to recuperate the participation of women in the constitution of the history of social work, giving visibility to the paths covered and the roles played by women. In order to do this, we analyze the case of the pioneers of the Universidade Federal Fluminense's Niterói School of Social Service (ESSN/UFF). The recuperation of their speeches, through oral history, was the methodological route. We begin the text revisiting the professional history and then discuss the need to remove from invisibility the protagonism of these women when building a profession. Deepening this dimension points to the importance of thinking about some issues, such as the history of women, the use of the gender dimension and feminisms in academic research, which we understand as a great challenge for the profession.Keywords: history of social work; feminism; gender and women's history.