Abstract

This study examines the impact of relationship characteristics existing between buyers and other members of a retail purchasing network. The number of ties and the strength of the ties buyers maintain with others in the network are examined to identify how they impact buyers’ interpersonal influence over others. Buyers’ tie quantity and tie strength are examined for different constituencies within the purchasing network to assess the differential impact of these relational factors on buyers’ interpersonal influence. The study finds that buyers’ tie quantity is a significant predictor of influence in both buyer and seller sub-networks, whereas buyers’ tie strength is only a significant factor in the seller sub-network. Further, independently examining the sub-networks that form organically around buyer and seller roles in the overall purchasing network leads to differential outcomes when compared to evaluating the entire network in which buyer and seller sub-networks are not differentiated. Collectively, the findings from this study reveal important conceptual, methodological, and substantive implications for marketing researchers and practitioners interested in purchasing network contexts.

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