While observational studies have long suggested a positive correlation between social relationships and online transactions, surprisingly little research demonstrates a causal link. Effects identified in observational data generally conflate the Information effect, which bears the counterfactual causal interpretation, with the Homophily/environment effect. Against this background, this study conducted a pioneering a randomized field experiment design to isolate the Information effect of friendship disclosure from confounding homophily factors. We exploit a rare opportunity to conduct a field experiment on a large Chinese online second-hand platform, in which we manipulate buyer and seller’s awareness of their preexisting friendship ties. We provide the first empirical evidence that the effect of revealing friendship information between transaction parties turns out to be insignificant. We demonstrate that reliance on observational estimates of the “total effect” of friendship significantly overstates the benefits of providing friendship information in online marketplaces. Our findings contribute to a better understanding of social commerce and highlight the potential fallacy of relying on observational data in business studies.

Subjective performance evaluation is widely used by firms and governments to provide work incentives. However, delegating evaluation power to local leadership could induce influence activities: employees might devote too much effort to impressing/pleasing their evaluator, relative to working toward the goals of the organization itself. We conduct a large-scale randomized field experiment among Chinese local civil servants to study the existence and implications of influence activities. We find that civil servants do engage in evaluator-specific influence to affect evaluation outcomes, partly in the form of reallocating work efforts toward job tasks that are more important and observable to the evaluator. Importantly, we show that introducing uncertainty about the evaluator’s identity discourages evaluator-specific influence activities and improves bureaucratic work performance.