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This article aims to explore the impact of interpersonal relationship stimuli and click-like on purchase intention across different generations of bank customers, with a focus on the moderating effect of online trust.

The sample consists of 435 online bank customers from the Facebook community and the data collection was conducted using an online survey method. The model estimation utilized the partial least squares technique, along with multigroup analysis and importance-performance map analysis.

The empirical evidence supports the hypothesized relationships between interpersonal relationship stimuli, click-like and purchase intention, but varies across different generations and is contingent upon online trust. The analysis reveals commonalities in how Generation Z, Millennials and Generation X respond to interpersonal relationship stimuli while exhibiting distinct responses to click-like.

The empirical evidence confirms the hypothesized relationships between interpersonal relationship stimuli, click-like and purchase intention. However, these relationships exhibit variations across different generations and are contingent upon the level of online trust. The analysis highlights shared responses to interpersonal relationship stimuli among Generation Z, Millennials and Generation X, while also revealing distinct reactions to click-like within these generational groups.

This research investigates the collective impact of interpersonal relationship stimuli and click-like on purchase intention, taking into account the moderating role of online trust within various generational cohorts in the banking sector.

The purpose of this paper is to propose a reliable and valid integrative scale for online relationship quality based on both the relationship marketing and electronic commerce literature.

The scale was developed using the approach put forward by Churchill (1979). The scale development and validation process includes a qualitative exploratory phase, three pre-tests and a final study using an online questionnaire (476 members of a consumer panel).

The findings support a third-order integrative model of online relationship quality composed of three dimensions (trust, commitment and satisfaction). The final scale is composed of 21 items.

The study shows a lack of discrimination between satisfaction and trust, which other studies have also found. As the scale is validated in only one sector, online banking, it should be tested and replicated in other contexts (e.g. insurance).

An instrument for assessing the quality of online relationships between banks and consumers is important for marketing professionals who want to determine their relational positioning and focus on those dimensions that promote long-term online relationships. The scale developed here can be used to assess customers’ perceptions of the quality of the relationship with an online financial institution, to segment those customers more effectively, and to improve targeting of marketing strategies and activities.

This study contributes to the enrichment of the body of theory and provides researchers with a tool for the further investigation of the quality of online relationships.

The behavioural changes embraced by the current generation has prompted researchers to revisit the paradigm of human relationships, especially romantic liaisons. The present study revisits the construct of romantic relationships steered by social media platforms, through the dimensions of self-disclosure, social intimacy and trust. The role of trust as a mediator to determine the success of online dating is also explored in this study.

The study uses the data collected from 225 respondents (86 females and 139 males) in the age group of 18 to 30 years. The respondents were asked to fill a questionnaire (provided they fulfilled the necessary conditions and expressed their consent to be a participant in this study).

The study validates that the extent of self-disclosure propels the degree of social intimacy. The results also confirm a significant partial mediation effect of trust on the relationship between social intimacy and the success of online dating. Thus, practitioners need to keep in mind that the probability of online dating success is higher when individuals disclose more and engage in an intimate relationship driven by trust.

The study sample is restricted to young adults ranging from 18 to 30 years, based on the author’s convenience. The study was restricted to three most popular social media platforms in India where disclosure is limited to private timelines or messages. Another limitation of this study is that a multi-variate model of analysis could not be used due to the lack of parallel variables. Further studies can also compare online versus offline dating behaviour and determinants that influence the romantic relationship between two partners.

The new perspective could be to ascertain specific built-in mechanisms providers should develop to ensure that the new generation benefits from new technology rather than falling victim to its toxins.

The study re-establishes the importance of the role of trust in any romantic relationship – may it be online or the more traditional, offline or face-to-face mode.

The study delves into the domain of existing romantic relationships established through the modernistic viewpoint of online social media platforms. The findings bring a fresh perspective on the dynamics of online romantic relationships through the mélange of self-disclosure, social intimacy and trust. Previous literature suggests that trust is dependent on self-disclosure, which is in contrast with the results of the current study. The present study corroborates that trust leads to the success of online dating.

The purpose of this paper is to suggest a model for predicting antecedents and consequences of relationship quality in online purchase of physical goods.

A total of 462 online buyers in Iran participated in the research by completing questionnaires. The research hypotheses were tested using structural modeling technique.

The results showed that website quality, online relationship bonds and reputation of seller have positive effect on online relationship quality. The results also showed that online relationship quality has positive effect on electronic word of mouth, online customer share, online customer loyalty and online customer reviews.

In this research, online relationship quality was considered as a higher-order construct including trust, commitment and satisfaction with the relationship. However, to achieve more accurate results, future researchers can investigate the separate impact of each of the relationship quality dimensions (commitment, trust and satisfaction) on the consequences of online relationship quality.

This research provides a wide series of antecedents and consequences of online relationship quality for online stores community so that, through being aware of them, internet stores could choose a suitable guideline to sustain their relationship with online customers and, ultimately, obtain customers’ participation in creating value and strengthening their competitive status.

This paper proposes a more comprehensive model of the antecedents and consequences of relationship quality in online purchases for the first time, and it demonstrates which factors strengthen online relationship quality as well as indicates which customer reactions online relationship quality can reinforce and which consequences it can provide for internet shops.

The purpose of this paper is to highlight the significance of relationship quality factors (customer satisfaction, e‐trust, and e‐commitment) on positive word of mouth (WOM) in online retailing.

The relative importance of site characteristics in online retailing on customer satisfaction was examined and the relationship among customer satisfaction, trust, and commitment in offline was identified. This paper then proposes a conceptual model of the relationship among site characteristics, relationship quality, and WOM in online retailing. AMOS 5.0 was used to test for the hypothesized relationships.

All of site characteristics in online retailing have a positive influence on customer satisfaction. Communication of site characteristics has a positive effect on customer satisfaction more than the other factors (shopping convenience, site design, informativeness, and security). Customer satisfaction affects positively e‐commitment more than it does e‐trust. E‐commitment affects positively WOM more than it does e‐trust. This paper identifies the causal relationship among site characteristics, relationship quality, and WOM. Further, the relative importance of customer satisfaction in relationship quality of online retailing is examined.

Results provide important insights into the impact of site characteristics in online retailing on customer satisfaction compared to other previous researches. In addition, e‐trust and e‐commitment are identified as important antecedents of e‐WOM.

The purpose of this paper is to solve the challenges in knowledge outcome (e.g. knowledge contribution, knowledge exploration) improvement at the post-adoption phase in the context of e-communities. This study develops a model by integrating dedication-constraint framework and self-presentation theory. The model proposes that knowledge outcomes at the post-adoption phase rely on relationship development between community members, conceptualized as commitment. The authors also hypothesize that members’ perceived online self-presentation quality, theorized as personal control and social influence, serves as the key means to motivate members’ commitment.

This study used survey instrument to collect data and adopted partial least squares to test the proposed hypotheses.

The results show that perceived online self-presentation quality positively affects relationship development, which in turn affects continuance intention for knowledge outcomes.

This study expands the dedication-constraint framework by integrating the self-presentation theory. This study contributes new knowledge by proposing a model that delineates the relationship between online self-presentation quality, relationship development, and knowledge outcomes at the post-adoption stage.

This study shows that members’ perceived online self-presentation quality affects both affective commitment and calculative commitment, which in turn affect knowledge outcomes, suggesting the important role of the perceived quality in stimulating a member’s post-adoption reactions.

This study contributes to the research on post-adoption behavior in an e-community context by accounting for the influence of e-community features in self-presentation quality and dedication-constraint mechanisms on post-adoption phenomena.

The purpose of this paper is to investigate the effect of service quality and relationship quality on customer loyalty in different stages of the relationship life cycle in online banking services.

A total of 651 Iranian online banking customers participated in the research by completing questionnaires. The research hypotheses were tested using structural modeling technique.

The results showed that the relationship quality on customer loyalty in online banking services is affected by the relationship life cycle. The results also showed that online service quality, in the form of Utilitarian quality and Hedonic quality, has a positive effect both directly and indirectly on customer loyalty through online relationship quality.

In this paper, the relationship dynamics was achieved through adding the relationship life cycle variable to the model. However, the study was a cross-sectional research and different results might be obtained if data was collected longitudinally.

In an online banking service, the role of relationship quality in the prediction of customer loyalty is reduced as the relationship ages. Therefore, marketers need to consider other marketing actions to continue their relationship with the customer in the long run.

This paper examines customer loyalty to online banking services from dynamic perspective by introducing relationship life cycle as a moderating variable for the first time. Therefore, the main contribution of this paper is to develop the relationship marketing literature in the field of relationship dynamics and to challenge the effectiveness of relationship marketing in the long run.

Trust and commitment are the central tenets in building successful long‐term relationships in the online retailing context. In the absence of physical interaction between the buyer and the seller, how websites can gain the trust of the buyers and deliver on the promises made have become central issues in online customer relationship management. This paper aims to re‐examine the commitment‐trust theory (CTT) of relationship marketing in the online retailing context. It seeks to theorize the antecedents and consequences of commitment and trust in the online context and identify how CTT can be adapted in a digitized business environment.

Modified constructs and their measures are developed to understand the antecedents and the outcomes of commitment and trust. Survey data from British online customers (n=651) are used to test CTT hypotheses with structural equation modelling.

The study suggests a significant modification to the traditional CTT model in the online environment. Privacy and security features of the website along with shared values are the key antecedents of trust, which in turn positively influences relationship commitment. Behavioural intentions of customers are consequences of both trust and commitment. The relationship termination cost has a negative impact on customer commitment.

The paper identifies interesting differences between the original work by Morgan and Hunt and the findings presented, but basically concludes that the commitment‐trust theory applies to online retailing.

Contributions of this study in re‐examining the CTT model of relationship marketing in an online context are manifold. This paper proposes a modified model to understand the role of consumer trust and commitment in a digitized environment. The modified constructs and measures truly reflect the dynamism of online business. The extended CTT model can provide better insight into managing customer relationships in online retailing.

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

Review over 100 empirical and theoretical studies in the online relationship marketing from top marketing and management journals.

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.

The paper identifies future research areas, including multiple layers of interactions, use of new technologies and platforms and the dark side of online communications.

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.

This study traces the boundaries of online-based social networks and its possible extensions and intersections with offline social networks. It focuses on the massive multiplayer online (MMO) gaming community. Most online gaming research has only addressed one side of the equation, that is, the online aspect of social interaction, omitting the offline context. The primary objective is to look at both offline and online social contexts of gamers. The data analyzed here are part of a bigger research project. Using a sample of 242 respondents and a total of 1,452 social ties (three online and three offline) this work addresses the differences and similarities between online gamer’s offline and online networks. Around 72% of the participants were between the ages of 18 and 37. This group provides insight into the management of social interactions and ties in the digital age among millennials and the coming-of-age of Generation Z. The analysis suggests that overall offline ties are slightly more important than online. Still, this does not imply that online ties are not meaningful at all. The length of their online relationships plays a significant role in how participants qualify their ties. Most participants that had not met face-to-face were willing to meet their online ties. They also reported sharing personal and everyday life matters with their online social network at a lower rate of their offline network. Time spent with online relationships stemming from online gaming and a cooperative environment is more likely to be considered higher quality time. This suggests that in MMOs the gap between online and offline relationships is becoming narrower.