dc.contributor.author | Thaichon, P | |
dc.contributor.author | Liyanaarachchi, G | |
dc.contributor.author | Quach, S | |
dc.contributor.author | Weaven, S | |
dc.contributor.author | Bu, Y | |
dc.date.accessioned | 2020-10-21T04:42:55Z | |
dc.date.available | 2020-10-21T04:42:55Z | |
dc.date.issued | 2019 | |
dc.identifier.issn | 0263-4503 | |
dc.identifier.doi | 10.1108/MIP-04-2019-0232 | |
dc.identifier.uri | http://hdl.handle.net/10072/397279 | |
dc.description.abstract | Purpose: 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.peerreviewed | Yes | |
dc.language | English | |
dc.language.iso | eng | |
dc.publisher | Emerald | |
dc.relation.ispartofpagefrom | 676 | |
dc.relation.ispartofpageto | 698 | |
dc.relation.ispartofissue | 6 | |
dc.relation.ispartofjournal | Marketing Intelligence and Planning | |
dc.relation.ispartofvolume | 38 | |
dc.subject.fieldofresearch | Marketing | |
dc.subject.fieldofresearch | Strategy, management and organisational behaviour | |
dc.subject.fieldofresearchcode | 3506 | |
dc.subject.fieldofresearchcode | 3507 | |
dc.title | Online relationship marketing: evolution and theoretical insights into online relationship marketing | |
dc.type | Journal article | |
dc.type.description | C1 - Articles | |
dcterms.bibliographicCitation | Thaichon, 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.updated | 2020-09-10T00:28:39Z | |
dc.description.version | Accepted 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.hasfulltext | Full Text | |
gro.griffith.author | Weaven, Scott K. | |
gro.griffith.author | Thaichon, Sara Q. | |