The invisible wealth: how social grooming behavior of net-entrepreneurs promotes business performance

Purpose Social grooming behavior (SGB) is a significant mode of interaction that relies on social media. However, no research has explored the dimensions of SGB of net-entrepreneurs in the context of social commerce or examined potential impacts. Therefore, this study is the first to explore the sub-dimensions of SGB among net-entrepreneurs, as well as the effects and mechanisms of both higher-order and first-order constructs of SGB on performance. Design/methodology/approach We conducted an empirical analysis of survey data from 412 Chinese agricultural net-entrepreneurs, using econometric methods as supplementary approaches to PLS-SEM. Findings SGB is a positive factor influencing business performance, with network benefits acting as significant mediating factors, where the mediating effect of solidarity benefits is the strongest. Additionally, when net-entrepreneurs receive government subsidies, engage in government business cooperation, host visits from officials, or receive official media exposure, the positive impact of SGB on performance is stronger. However, joining an e-commerce incubation center has a negative effect. Moreover, different dimensions of SGB have distinct impacts and mechanisms. Specifically, the direct and total effects of member education on performance are greater than those of community management and relationship maintenance. Member education primarily influences performance through influence benefits, community management through information benefits, and relationship maintenance through solidarity benefits. Originality/value We develop a conceptual framework for SGB of net-entrepreneurs and robustly examine the impact and mechanisms of higher-order and first-order constructs of SGB on performance using multiple methods. The rich findings provide valuable insights for net-entrepreneurs on leveraging social grooming to enhance business performance.