Internet-Based Relationship Marketing: A Sub-Saharan African Perspective
| Autor: | Jared Offei Lartey, Adelaide Naa Amerley Kastner, Mahmoud Abdulai Mahmoud |
|---|---|
| Rok vydání: | 2017 |
| Předmět: |
Marketing
Sub saharan business.industry 05 social sciences Perspective (graphical) Public relations Modernization theory Experiential learning Internet based 0502 economics and business Premise 050211 marketing The Internet 0509 other social sciences 050904 information & library sciences business Relationship marketing |
| Zdroj: | Journal of Relationship Marketing. 16:179-196 |
| ISSN: | 1533-2675 1533-2667 |
| DOI: | 10.1080/15332667.2017.1349555 |
| Popis: | Establishing, maintaining, and enhancing relationships over the Internet have progressively gained global attention. Nevertheless, the dawn of this modernization draws many theoretical debates and practical concerns, some of which have received little research attention, especially within the Sub-Saharan region of Africa. On this premise, we explored the contemporary practice, challenges, and benefits of Internet-based relationship marketing (RM) within the Ghanaian telecommunication industry. Expert interviews with 12 employees from four telecommunication firms elicited a wealth of experiential data analyzed thematically to understand the practice, challenges, and emerging benefits of Internet-based RM. Our findings suggest that issues of privacy concerns, erosion of face-to-face communication, and the tendency of unsolicited communication do not necessarily militate Internet-based RM within the Ghanaian telecommunication industry. We also identified emerging benefits, including online “virality,... |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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