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.