Online Communities and Relationship Marketing : Concept and Empirical Investigation
The idea of communication and network are playing an important role in the evolvement of the concept of marketing theories – from the marketing mix to relationship marketing. The development of technology, e.g. CRM seemed facilitating the dialogue, i.e. two-way communications between organizations a...
| Main Author: | |
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2003
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| Online Access: | https://eprints.nottingham.ac.uk/24446/ |
| _version_ | 1848792780390793216 |
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| author | Lim, Han Yuan |
| author_facet | Lim, Han Yuan |
| author_sort | Lim, Han Yuan |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | The idea of communication and network are playing an important role in the evolvement of the concept of marketing theories – from the marketing mix to relationship marketing. The development of technology, e.g. CRM seemed facilitating the dialogue, i.e. two-way communications between organizations and consumers in the consumer market. However, privacy concerns of consumers may destroy the relationships. Thus, online communities introduced in this dissertation could solve this problem, because the value of network of communication (i.e., information sharing, word-of-mouth communication, etc) can be achieved without the firm being locked out. Nevertheless, the appearance of “lurker”, participants who are watch or read but never have interaction within online communities, may cause losing value of online communities. Thus, to understand the reasons of consumers not having interaction within online communities is crucial. This research will come out the results of the question above. |
| first_indexed | 2025-11-14T18:49:50Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-24446 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T18:49:50Z |
| publishDate | 2003 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-244462017-12-17T15:39:00Z https://eprints.nottingham.ac.uk/24446/ Online Communities and Relationship Marketing : Concept and Empirical Investigation Lim, Han Yuan The idea of communication and network are playing an important role in the evolvement of the concept of marketing theories – from the marketing mix to relationship marketing. The development of technology, e.g. CRM seemed facilitating the dialogue, i.e. two-way communications between organizations and consumers in the consumer market. However, privacy concerns of consumers may destroy the relationships. Thus, online communities introduced in this dissertation could solve this problem, because the value of network of communication (i.e., information sharing, word-of-mouth communication, etc) can be achieved without the firm being locked out. Nevertheless, the appearance of “lurker”, participants who are watch or read but never have interaction within online communities, may cause losing value of online communities. Thus, to understand the reasons of consumers not having interaction within online communities is crucial. This research will come out the results of the question above. 2003 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/24446/1/limhanyuan.pdf Lim, Han Yuan (2003) Online Communities and Relationship Marketing : Concept and Empirical Investigation. [Dissertation (University of Nottingham only)] (Unpublished) |
| spellingShingle | Lim, Han Yuan Online Communities and Relationship Marketing : Concept and Empirical Investigation |
| title | Online Communities and Relationship Marketing : Concept and Empirical Investigation |
| title_full | Online Communities and Relationship Marketing : Concept and Empirical Investigation |
| title_fullStr | Online Communities and Relationship Marketing : Concept and Empirical Investigation |
| title_full_unstemmed | Online Communities and Relationship Marketing : Concept and Empirical Investigation |
| title_short | Online Communities and Relationship Marketing : Concept and Empirical Investigation |
| title_sort | online communities and relationship marketing : concept and empirical investigation |
| url | https://eprints.nottingham.ac.uk/24446/ |