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

Online relationship marketing: evolution and theoretical insights into online relationship marketing PurposeThe purpose of this paper is to review the past, current and future trends in empirical research and theoretical insights into online relationship marketing.Design/methodology/approachReview over 100 empirical and theoretical studies in the online relationship marketing from top marketing and management journals.FindingsThis 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.Research limitations/implicationsThe paper identifies future research areas, including multiple layers of interactions, use of new technologies and platforms and the dark side of online communications.Originality/valueThe 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

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

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0263-4503
DOI
10.1108/MIP-04-2019-0232
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to review the past, current and future trends in empirical research and theoretical insights into online relationship marketing.Design/methodology/approachReview over 100 empirical and theoretical studies in the online relationship marketing from top marketing and management journals.FindingsThis 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.Research limitations/implicationsThe paper identifies future research areas, including multiple layers of interactions, use of new technologies and platforms and the dark side of online communications.Originality/valueThe 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.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: Aug 12, 2019

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