Look me in the eye – The impact of camera usage in online negotiations

COVID-19 changed the way how negotiations are conducted, as there is a shift from face-to-face to online negotiations. Since negotiations are a critical element in business, online negotiations must be further examined. Social connections between partners are perceived weaker in online than in face-to-face negotiations. Nevertheless, relationships are likewise important in online negotiations as they contribute to successful outcomes. However, it is possible that using an appropriate communication medium can lead to overcoming the lack of trust in online negotiations between unknowns, thus contributing to negotiation success. Therefore, we conducted an experiment in which known and unknown negotiators have negotiated via video conference or audio only. Preliminary results show: the use of the camera between unknown negotiators can contribute to higher success in online negotiations.