Relationship marketing in fortune 500 U.S. and Chinese web sites

Karen J. Mishra, Cong Li

Research output: Contribution to journalArticlepeer-review

10 Scopus citations


Relationship marketing has been successful for firms at building trust and commitment with stakeholders. As more marketing communication is moving online, this study seeks to understand how U.S. and Chinese firms use online communication methods, such as blogs or forums, to build those relationships. The sample included 56 web sites from the Global Fortune 500 firms that have web sites in both English and Chinese. Only 22.8% of the total sample used blogs or forums for symmetrical communication efforts. United States web sites use blogs primarily authored by company employees, whereas the forums on the Chinese web sites are mostly created by the companies themselves.

Original languageEnglish (US)
Pages (from-to)29-43
Number of pages15
JournalJournal of Relationship Marketing
Issue number1
StatePublished - 2008
Externally publishedYes


  • Blogs
  • Forums
  • Loyalty
  • Marketing communication
  • Relationship marketing
  • Symmetrical communication
  • Trust

ASJC Scopus subject areas

  • Marketing


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