Cooperation among nodes plays an important role in the commercial development of wireless networks. Efficient cooperation should include not only encouraging selfish nodes to forward packets for one another but also selecting optimal transmission methods. Therefore, in this paper, in order to improve network performance, we propose a social-oriented adaptive transmission scheme for wireless ad hoc networks. Firstly, next-hop node for each transmission is decided by a double auction-based social awareness mechanism. Then in the case of relay-aided transmissions, optimal relaying method is selected by jointly considering network coding and spectrum spatial reuse. Simulation results demonstrate that the proposed scheme has significant advantages in social welfare and throughput improvement.