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Online relationship marketing

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Steinhoff, Lena, Arli, Denni, Weaven, Scott, Kozlenkova, Irina V.·2019·Journal of the Academy of Marketing Science
DOI 10.1007/s11747-018-0621-6
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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 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.

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Cited by

Metadata

Authors
Steinhoff, L., Arli, D., Weaven, S., & Kozlenkova, I. V.
Venue
Journal of the Academy of Marketing Science
Publisher
Springer Science and Business Media LLC
Published
2018-12-19
Volume
47
Issue
3
Pages
369-393
ISSN
  • 0092-0703 (ISSN-L)
  • 1552-7824
DOI
10.1007/s11747-018-0621-6
OpenAlex
W2903579812
Cited by
396
References
24
FWCI
69.48
Type
journal article
Language
en
Open access
green
Licence
www.springer.com/tdm (tdm)

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