Skip navigation

Digital discourses in relationship marketing literature 2006-2015 – review findings and future directions

Digital discourses in relationship marketing literature 2006-2015 – review findings and future directions

Rooney, Tara, Krolikowska-Adamczyk, Ewa and Bruce, Helen (2016) Digital discourses in relationship marketing literature 2006-2015 – review findings and future directions. In: 24th International Colloquium on Relationship Marketing, 6th-9th September 2016, Toulouse, France. (Submitted)

[img] PDF (Author Accepted Manuscript)
16428 KROLIKOWSKA_Digital_Discourses_2016.pdf - Accepted Version
Restricted to Registered users only

Download (512kB) | Request a copy

Abstract

The purpose of our study is to present a critical appraisal of how digital/online relationship marketing is examined within the current literature. Findings are based on a review of a decade’s relationship marketing literature, which yield evidence of a discourse relating to electronic and online relationships. We have labelled this discourse, Digital Relationship Transformation and describe the key concepts inherent within. To conclude, we present areas requiring future development.

Item Type: Conference or Conference Paper (Paper)
Uncontrolled Keywords: Digital relationship transformation; Online relationships
Faculty / Department / Research Group: Faculty of Business
Faculty of Business > Department of Marketing, Events & Tourism
Last Modified: 08 Mar 2017 16:48
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
URI: http://gala.gre.ac.uk/id/eprint/16428

Actions (login required)

View Item View Item

Downloads

Downloads per month over past year

View more statistics