Online relationship marketing
By Lena Steinhoff, D. Arli, Scott Weaven, Irina V. Kozlenkova. Journal of the Academy of Marketing Science, 2018
331 citations recorded by the source corpus.
Online interactions have emerged as a dominant exchange mode for companies and customers. Cultivating online relationships—defined as relational exchanges that are mediated by Internet-based channels—presents firms with challenges and opportunities. In lockstep with exponential advancements in computing technology, a rich and ever-evolving toolbox is available to relationship marketers to manage customer relationships online, in settings including e-commerce, social media, online communities, mobile, big data, artificial intelligence, and augmented reality. To advance academic knowledge and guide managerial decision making, this study offers a comprehensive analysis of online relationship marketing in terms of its conceptual foundations, evolution in business practice, and empirical insights from academic research. The authors propose an evolving theory of online relationship marketing, characterizing online relationships as uniquely seamless, networked, omnichannel, personalized, and anthropomorphized. Based on these five essential features, six tenets and 11 corresponding propositions parsimoniously predict the performance effects of the manifold online relationship marketing strategies.
Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/a987f317a46e5acbf1e2d3dcf15a77e7ed03a5e8
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Citations in the corpus
- Enhancing consumer engagement in e-commerce live streaming via relational bonds (2020, background): “It is difficult for consumers to touch, test, or try on items and to interact with sellers in real time before making decision (Steinhoff et al. , 2019).”