Abstract
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 language | English (US) |
|---|---|
| Pages (from-to) | 29-43 |
| Number of pages | 15 |
| Journal | Journal of Relationship Marketing |
| Volume | 7 |
| Issue number | 1 |
| DOIs | |
| State | Published - 2008 |
| Externally published | Yes |
Keywords
- Blogs
- Forums
- Loyalty
- Marketing communication
- Relationship marketing
- Symmetrical communication
- Trust
ASJC Scopus subject areas
- Marketing