The role of cyber‐intermediaries: a framework based on transaction cost analysis, agency, relationship marketing and social exchange theories

Abstract

PurposeThe purpose of his paper is to define the role of cyber‐intermediaries based on several theories such as transaction cost analysis, agency, social exchange, and relationship marketing.Design/methodology/approachThis is a conceptual piece that uses arguments from well‐established theories in marketing and managementFindingsThis paper suggests that cyber‐intermediaries will continue to add value to the producer‐consumer chain, benefiting both the producers and the consumers.Practical implicationsThe nature and type of products and services will define the role of the intermediary. They may be more useful in the low cost but frequently purchased product categories.Originality/valueThe paper presents an integration of existing theories to understand the role of cyber‐intermediaries.