Value of network openness in research performance: how do first-degree and second-degree connections matter in the marketing field?

Purpose Network openness, as an important characteristic of multilayer networks, defines the boundaries of resources embedded within social capital. This study aims to explore two dimensions of network openness, namely, openness size and openness diversity at both individual- and group-level networks and examine their impact on research performance in the marketing discipline. By incorporating international collaboration as a contextual factor, this study also extends existing research on the moderating role of research collaboration in an international context. Design/methodology/approach Drawing on bibliometric data and personal information of 2,994 scholars who published in the four leading marketing journals spanning the years 2001–2016, this study examines the role of openness size and openness diversity in affecting both research productivity and research impact. Findings At the individual level, openness size is positively correlated with research productivity and exhibits a curvilinear relationship with research impact. Openness diversity shows a curvilinear relationship with both research productivity and impact. At the group-level network, both openness size and diversity signify curvilinear relationships with research productivity. Moreover, international collaboration experience moderates these relationships between network openness and research performance across different contexts. Originality/value This study proposes a comprehensive framework of network openness at both the individual level and group levels. It examines the mixed effects of network openness on research performance in the field of marketing and investigates the moderating role of international collaboration. The findings underscore the importance of strategic collaboration strategies for scholars, emphasizing both the size and diversity of their networks. These insights provide valuable theoretical and practical implications for individuals, organizations and other stakeholders engaged in team-based scientific activities, particularly within the context of international collaboration.