Marketing Intelligence & Planning: Volume 38 Issue 6

Special issue introduction: online relationship marketing

Park Thaichon, James R. Brown, Scott Weaven

Online relationship marketing: evolution and theoretical insights into online relationship marketing

Park Thaichon, Gajendra Liyanaarachchi, Sara Quach, Scott Weaven, Yi Bu

The purpose of this paper is to review the past, current and future trends in empirical research and theoretical insights into online relationship marketing.

Online relationship marketing through content creation and curation

Aman Abid, Paul Harrigan, Sanjit Kumar Roy

The purpose of this paper is to test the influence of various content cues and characteristics on the followers’ online expressions of relationship quality. Second, the research…

Building relationships through customer engagement in Facebook brand pages

Thanuka Mahesha de Silva

Social media brand pages have emerged as an influential relationship-building tool and continue to grow in popularity as an integral part of the marketing strategy across diverse…

Customer engagement and co-created value in social media

Sara Quach, Wei Shao, Mitchell Ross, Park Thaichon

The purpose of this paper is to understand the relationship between customer participation, co-created value and customer engagement as well as customer motivation involved in…

Revisiting the role of relationship benefits in online retail

Pavleen Soni

Given the importance of relationship benefits in creating customer satisfaction, the purpose of this paper is to investigate the moderating role of relationship benefits (special…

What s-commerce implies? Repurchase intention and its antecedents

Xin-Jean Lim, Jun-Hwa Cheah, David S. Waller, Hiram Ting, Siew Imm Ng

The purpose of this paper is to examine the impact of social commerce (s-commerce) cues (i.e. trust, compatibility, reliability and responsiveness) on repurchase intention in…

The impact of firms’ social ties with customers on dual-channel supply chains

Wei Wei, Shue Mei, Jiameng Yang, Zhiyong John Liu

More and more firms are utilizing social media as a distribution channel to sell products. By establishing business accounts on social media firms provide information service to…