Rooney, Tara, Krolikowska-Adamczyk, Ewa ORCID: https://orcid.org/0000-0002-0739-2110 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)

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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 / School / Research Centre / Research Group:	Faculty of Business Faculty of Business > Department of Marketing, Events & Tourism
Last Modified:	04 Sep 2020 17:42
URI:	https://gala.gre.ac.uk/id/eprint/16428

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