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Export Reference (APA) 
Guerreiro, J., Marques, C. & Vilas Boas, A.F. (2019). Online Business-to-Business Communication and Online Relationship: The Mediator Role of Trust. 48th EMAC Annual Conference May 28 – 31, 2019 .
Export Reference (IEEE) 
J. R. Guerreiro et al.,  "Online Business-to-Business Communication and Online Relationship: The Mediator Role of Trust", in 48th EMAC Annu. Conf. May 28 – 31, 2019 , Hamburg, 2019
Export BibTeX 
@misc{guerreiro2019_1716127490614,
	author = "Guerreiro, J. and Marques, C. and Vilas Boas, A.F.",
	title = "Online Business-to-Business Communication and Online Relationship: The Mediator Role of Trust",
	year = "2019",
	howpublished = "Digital",
	url = "https://www.emac-2019.org/"
}
Export RIS 
TY  - CPAPER
TI  - Online Business-to-Business Communication and Online Relationship: The Mediator Role of Trust
T2  - 48th EMAC Annual Conference May 28 – 31, 2019 
AU  - Guerreiro, J.
AU  - Marques, C.
AU  - Vilas Boas, A.F.
PY  - 2019
CY  - Hamburg
UR  - https://www.emac-2019.org/
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  -