Abstract
Relationship marketing is a field of knowledge that emerged in the 1980s. The relationship between online consumers and brands is embedded in the same relationship marketing paradigm but become a significant issue for companies in the 21st century with the proliferation of Web 2.0. In order to give insights about online engagement and the process behind, this chapter aims (1) to conduct a systematic literature review on online stimuli experience, adaptability, e-WOM, positive/negative emotions, memory, and online engagement; (2) to present a comprehensive framework exposing the flow from stimuli to e-WOM on online retail consumers. Findings allow the authors propose online retailer recommendations and suggestions for further research.
TopBackground
Relationship marketing emerges in the 1980’s as a new paradigm that shift from transactions to relationships. Relationship marketing create, involve, integrate and maintain suppliers, distributors, consumers and other partners within a company or an organization, working together in activities of marketing and development. Several conceptualizations of relationship marketing are shown in Table 1.
Key Terms in this Chapter
Consumer-Brand Relationships: a field of research that emerge from the shift of paradigm from transitional marketing to relationship marketing. This field of research deals with the multiple positive and negative, both online and offline, stablished between a brand and consumers.
Emotions: This chapter deals with pleasure, arousal and dominance.
Online Stimuli: Set of attributes present in websites and other online platforms.
Dominance: The extent a consumer feels powerful vis-à-vis the environment that surrounds him/her.
Online Experience: The atmospheric cues in the online platforms, the interactivity between the organizations and customers and also among customers, or even among other stakeholders, create an experience lived in a virtual dimension.
Pleasure: Emotion that means the degree to which a person feels good, joyful, happy, or satisfied.
Arousal: The extent to which a person feels stimulated, active, or excited.
Behavioral Intentions: Comprises the willingness to purchase again the product (good/service) or purchase more frequently, the willingness to recommend the product to others (online and of line) (word-of-mouth) and even the willingness to pay premium price.
Memory: The mental ability of retaining and recalling or recognizing experience.