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 |
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Keywords
- Blogs
- Forums
- Loyalty
- Marketing communication
- Relationship marketing
- Symmetrical communication
- Trust
ASJC Scopus subject areas
- Marketing
Cite this
Relationship marketing in fortune 500 U.S. and Chinese web sites. / Mishra, Karen J.; Li, Cong.
In: Journal of Relationship Marketing, Vol. 7, No. 1, 2008, p. 29-43.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - Relationship marketing in fortune 500 U.S. and Chinese web sites
AU - Mishra, Karen J.
AU - Li, Cong
PY - 2008
Y1 - 2008
N2 - 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.
AB - 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.
KW - Blogs
KW - Forums
KW - Loyalty
KW - Marketing communication
KW - Relationship marketing
KW - Symmetrical communication
KW - Trust
UR - http://www.scopus.com/inward/record.url?scp=67649229147&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=67649229147&partnerID=8YFLogxK
U2 - 10.1080/15332660802067882
DO - 10.1080/15332660802067882
M3 - Article
AN - SCOPUS:67649229147
VL - 7
SP - 29
EP - 43
JO - Journal of Relationship Marketing
JF - Journal of Relationship Marketing
SN - 1533-2667
IS - 1
ER -