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Export Reference (APA) 
Vilas Boas, A.F., Guerreiro, J. & Marques, C. (2019). Online business-to-business communication and online relationship: The mediator role of trust. In Proceedings of the 48th EMAC Conference. Hamburg: EMAC.
Export Reference (IEEE) 
A. F. Boas et al.,  "Online business-to-business communication and online relationship: The mediator role of trust", in Proc. of the 48th EMAC Conf., Hamburg, EMAC, 2019
Export BibTeX 
@inproceedings{boas2019_1716132001907,
	author = "Vilas Boas, A.F. and Guerreiro, J. and Marques, C.",
	title = "Online business-to-business communication and online relationship: The mediator role of trust",
	booktitle = "Proceedings of the 48th EMAC Conference",
	year = "2019",
	editor = "",
	volume = "",
	number = "",
	series = "",
	publisher = "EMAC",
	address = "Hamburg",
	organization = "University of Hamburg Marketing GmbH",
	url = "https://proceedings.emac-online.org/index.cfm?eventid=1&EMAC%202019%20Annual%20Con"
}
Export RIS 
TY  - CPAPER
TI  - Online business-to-business communication and online relationship: The mediator role of trust
T2  - Proceedings of the 48th EMAC Conference
AU  - Vilas Boas, A.F.
AU  - Guerreiro, J.
AU  - Marques, C.
PY  - 2019
CY  - Hamburg
UR  - https://proceedings.emac-online.org/index.cfm?eventid=1&EMAC%202019%20Annual%20Con
AB  - The main purpose of this study is to examine the influence of online personalised content and interactive content communication on online relationship through trust as an affective mediator in a Business-to-Business (B2B) context. A quantitative research approach was conducted using structural equation modelling and a sample of B2B reseller market of information technology in Portugal. Results indicate that online communication influences positively online relationship through trust. Interactive content has a strong influence on trust, whereas the personalised content revealed a weak relationship with trust and, indirectly, with online relationship. Trust has an important role in the relationship as it is a full mediator. In addition, the interactive content is more influential than the personalised content in building and maintaining online relationships in the B2B reseller market. 
ER  -