A Study Social Embeddedness of Transactions among the Marketers of Ardabil City

Authors

Department of Social Sciences, Faculty of Law and Social Sciences, University of Tabriz, Tabriz, Iran

10.22059/jisr.2024.380669.1528

Abstract

Every economic action, including transactions, must be interpreted within the context of social relations Social life is inconceivable without exchange, despite the significant role that transactions play in the market. However, the fundamental concept of this article is that the social structure of the market influences the formation of transactions, which are not only subject to supply and demand and economic, technical and mathematical indicators, but also by the social relations between buyers and sellers.
The objective of the present study was to construct a theoretical framework and comprehend the social embeddedness of marketers’ transactions using a qualitative and systematic grounded theory approach. The data was collected from the bazaars of Ardabil city using targeted and theoretical sampling with the maximum diversity method and a semi-structured interview technique with theoretical saturation of 20 people. Three methods of category identification and analysis were employed: open, axial, and selective coding.
Around the core category of fragile embedded transactions, the primary categories of the research were identified: economic challenges, network of transactions, profiteering, ethical norms, multiple transaction styles, and transaction costs.
Qualitative results showed that market transactions are not solely contingent upon economic indicators, personal interests, price, and profitability; rather, they are interwoven with the moral norms of the market, the social network of transactions, and tolerance. The quantity of social embeddedness of transactions is fragile, indicating that there is a potential for a deviation from the embeddedness of transactions toward fragile embeddedness.

Keywords

References

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Quarterly of Social Studies and Research in Iran
Volume 13, Issue 4 - Serial Number 53
December 2024
Pages 515-532

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