Online relationship marketing
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DOI: 10.1007/s11747-018-0621-6
Abstract: 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… read more here.
Keywords: online relationship; marketing; relationship; relationship marketing ... See more keywords
The role of social media in the co-creation of value in relationship marketing: a multi-domain study
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DOI: 10.1080/0965254x.2018.1540496
Abstract: ABSTRACT Social Media (SM) is an established channel by which organisations can create and seek to co-create value with consumers and other stakeholders. However, the role of SM in building relationships (i.e. relationship marketing) is… read more here.
Keywords: social media; relationship marketing; value; marketing ... See more keywords
Rethinking Relationship Marketing as Consumer Led and Technology Driven: Propositions for Research and Practice
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DOI: 10.1080/15332667.2020.1717276
Abstract: Abstract The study of Relationship Marketing (RM) has led to improved understanding and management of customer relationships. However, it has suffered recent criticism for firm-centricity, and for failing to address the impact of the technological… read more here.
Keywords: firm; relationship marketing; consumer led; customer ... See more keywords
Relationship marketing strategy.
Sign Up to like & getrecommendations! Published in 2018 at "International journal of health care quality assurance"
DOI: 10.1108/ijhcqa-05-2017-0086
Abstract: Purpose The purpose of this paper is to explore how strategies are put in place to formulate policies regarding the introduction and implementation of relationship marketing (RM) in the health sector, and how RM strategies… read more here.
Keywords: health; policy makers; study; relationship marketing ... See more keywords
How gratitude improves relationship marketing outcomes for young consumers
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DOI: 10.1108/jcm-10-2019-3446
Abstract: Purpose: Relationship marketing is about developing, maintaining and sustaining mutually beneficial customer–organisation relationships as measured by economic gains. Yet a purely economic focus does not fully offer a psychological explanation of relationship marketing outcomes. In… read more here.
Keywords: relationship marketing; young consumers; customer; marketing outcomes ... See more keywords
Longevity through emotional intelligence: a relationship marketing approach in family businesses
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DOI: 10.1108/jfbm-01-2023-0007
Abstract: PurposeThis study aims to explore how emotional intelligence (EI) in members of family businesses can enhance the relationships with the stakeholders and whether adopting a relationship marketing approach could extend a family businesses' longevity, the… read more here.
Keywords: family; relationship; approach; family businesses ... See more keywords
Does employee innovation mediate the relationship between employee performance and relationship marketing An ICT-based case
Sign Up to like & getrecommendations! Published in 2019 at "World Review of Entrepreneurship, Management and Sustainable Development"
DOI: 10.1504/wremsd.2019.104859
Abstract: The following research questions drove the study: 'Does employee performance impact relationship marketing? And if so how?' and 'Does employee innovation mediates this relationship? This research used the survey method. The sample size includes 196… read more here.
Keywords: employee; relationship marketing; employee performance; relationship ... See more keywords
Exploring the Influential Factors of Personal Media Bloggers on Followers’ Continuous Following Intention Based on Relationship Marketing Theory
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DOI: 10.3390/bs13050416
Abstract: The use of personal media has become increasingly popular in recent years. However, gaining and retaining followers has become increasingly challenging, given the fierce competition among bloggers and the constant changes in personal media. In… read more here.
Keywords: theory; personal media; relationship marketing; media bloggers ... See more keywords
Exploring How Influencer and Relationship Marketing Serve Corporate Sustainability
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DOI: 10.3390/su12114392
Abstract: Influencer marketing furthers the goals of relationship marketing. Companies use influencers to advertise their products through social networks such as Instagram. This digital advertising is aimed at shifting the company’s goals from customer acquisition to… read more here.
Keywords: relationship marketing; sustainability; influencer; corporate sustainability ... See more keywords
Influence of Electronic Word of Mouth (eWOM) and Relationship Marketing on Brand Resonance: A Mediation Analysis
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DOI: 10.3390/su13126833
Abstract: This study investigates how electronic work of mouth (eWOM) mediates the relationship between marketing relations and brand resonance. Based on the information obtained from 473 customers using an online questionnaire, this study analyses the relationship… read more here.
Keywords: relationship; brand; relationship marketing; brand resonance ... See more keywords