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dc.contributor.authorThaichon, P
dc.contributor.authorLiyanaarachchi, G
dc.contributor.authorQuach, S
dc.contributor.authorWeaven, S
dc.contributor.authorBu, Y
dc.date.accessioned2020-10-21T04:42:55Z
dc.date.available2020-10-21T04:42:55Z
dc.date.issued2019
dc.identifier.issn0263-4503
dc.identifier.doi10.1108/MIP-04-2019-0232
dc.identifier.urihttp://hdl.handle.net/10072/397279
dc.description.abstractPurpose: The purpose of this paper is to review the past, current and future trends in empirical research and theoretical insights into online relationship marketing. Design/methodology/approach: Review over 100 empirical and theoretical studies in the online relationship marketing from top marketing and management journals. Findings: This paper examined three areas pertinent to online relationship marketing: first, the evolution of online relationship marketing from pre-1990s to the present, which offers a temporal snapshot of changes in and an overview of the critical components that make up the structure of online relationship marketing; second, key theoretical perspectives are underlying the development of online relationship marketing; and third, empirical insights into online relationship marketing. In general, online relationship marketing has evolved from customers being passive receivers of online information and services to active co-producers and value co-creators. Research limitations/implications: The paper identifies future research areas, including multiple layers of interactions, use of new technologies and platforms and the dark side of online communications. Originality/value: The authors dedicated summary tables for each area, highlighting key findings, which in turn suggest a series of managerial recommendations for facilitating efficient, effective buyer–seller interactions and maximising firm performance in relation to online relationship marketing.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherEmerald
dc.relation.ispartofpagefrom676
dc.relation.ispartofpageto698
dc.relation.ispartofissue6
dc.relation.ispartofjournalMarketing Intelligence and Planning
dc.relation.ispartofvolume38
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchStrategy, management and organisational behaviour
dc.subject.fieldofresearchcode3506
dc.subject.fieldofresearchcode3507
dc.titleOnline relationship marketing: evolution and theoretical insights into online relationship marketing
dc.typeJournal article
dc.type.descriptionC1 - Articles
dcterms.bibliographicCitationThaichon, P; Liyanaarachchi, G; Quach, S; Weaven, S; Bu, Y, Online relationship marketing: evolution and theoretical insights into online relationship marketing, Marketing Intelligence and Planning, 2019, 38 (6), pp. 676-698
dc.date.updated2020-09-10T00:28:39Z
dc.description.versionAccepted Manuscript (AM)
gro.rights.copyright© 2019 Emerald. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal's website for access to the definitive, published version.
gro.hasfulltextFull Text
gro.griffith.authorWeaven, Scott K.
gro.griffith.authorThaichon, Sara Q.


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