Guest Editorial: Technologies and Relationship Marketing

Abstract

In the special issue “The Impact of the Current and Future Technologies on Relationship Marketing,” the Australasian Marketing Journal presents a series of papers covering topics to gain a better understanding of the current and future technologies that may play a role or have a robust impact on relationship marketing and contribute to theories associated with relationship marketing. The topics for the special issue include, but are not limited to, (a) the role of social media–enabled technology; (b) social media marketing on value co-creation and engagement; (c) mobile app technology and intention to purchase; (d) digital content marketing and content marketing strategies; and (e) building and maintaining customer relationships via online relationship marketing.

Emerging Research Trends in Marketing: A Review of Australasian Marketing Journal

“…This is in line with the AMJ approach of capturing the current industry and academic trends. In particular, Issue 2 2021 presents a series of papers covering topics to gain a better understanding of the current and future technologies that may play a role or have a robust impact on relationship marketing and contribute to theories associated with relationship marketing (Thaichon et al, 2021). For example, researchers explored the role of social media marketing on value co-creation and engagement (Cheung et al, 2021), content marketing strategies used by the service provider (P. Wang & McCarthy, 2021), purchase intention, and online relationships (Khodabandeh & Lindh, 2021), and customer participation in firm-initiated activities via social media (Quach et al, 2021).…”

“…In addition, “Social” has developed into the most common noun phrase in 2021 along with “Digital” and “Engagement.” This demonstrates a shift to focus on currents and future technologies (Herjanto et al, 2021) such as social media (P. Wang & McCarthy, 2021), online relationship quality (Khodabandeh & Lindh, 2021), and corresponding online customer behavior that is increasingly plays a major role in marketing (Thaichon et al, 2021). Besides, a commentary by Steinhoff and Palmatier (2021) also highlights insights into the opportunities and challenges of technology in relationship marketing.…”

“…In 2021, there has been a stronger focus on “Advertising,” “Customer engagement,” and “Purchase intention.” This is in line with the AMJ approach of capturing the current industry and academic trends. In particular, Issue 2 2021 presents a series of papers covering topics to gain a better understanding of the current and future technologies that may play a role or have a robust impact on relationship marketing and contribute to theories associated with relationship marketing (Thaichon et al, 2021). For example, researchers explored the role of social media marketing on value co-creation and engagement (Cheung et al, 2021), content marketing strategies used by the service provider (P.…”