{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,2,12]],"date-time":"2026-02-12T08:49:10Z","timestamp":1770886150052,"version":"3.50.1"},"reference-count":111,"publisher":"Emerald","issue":"2","license":[{"start":{"date-parts":[[2023,2,28]],"date-time":"2023-02-28T00:00:00Z","timestamp":1677542400000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["ITP"],"published-print":{"date-parts":[[2024,3,18]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>Drawing on social network and information diffusion theories, the authors study the impact of the structural characteristics of a seller\u2019s local social network on her promotion effectiveness in social commerce.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>The authors define a local social network as one formed by a focal seller, her directly connected users and all links among these users. Using data from a large social commerce website in China, the authors build econometric models to investigate how the density, grouping and centralization of local social networks affect the number of likes received by products posted by sellers.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>Local social networks with low density, grouping and centralization are associated with more likes on sellers\u2019 posted products. The negative effects of grouping and centralization are reduced when density is high.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>The paper deepens the understanding of the determinants of social commerce success from a network structure perspective. In particular, it draws attention to the role of sellers\u2019 local social networks, forming a foundation for future research on social commerce.<\/jats:p><\/jats:sec>","DOI":"10.1108\/itp-10-2021-0737","type":"journal-article","created":{"date-parts":[[2023,2,27]],"date-time":"2023-02-27T01:11:55Z","timestamp":1677460315000},"page":"700-728","source":"Crossref","is-referenced-by-count":5,"title":["Local social network structure and\u00a0promotion effectiveness in\u00a0social 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