Online relationship marketing: evolution and theoretical insights into online relationship marketing
Abstract
Purpose The 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/approach Review over 100 empirical and theoretical studies in the online relationship marketing from top marketing and management journals. Findings This paper examined three areas pertinent to online relationship marketing: first, the evolution of online...
Paper Details
Title
Online relationship marketing: evolution and theoretical insights into online relationship marketing
Published Date
Aug 28, 2019
Volume
38
Issue
6
Pages
676 - 698
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Notes
History