Português
Event Title
48th EMAC Annual Conference May 28 – 31, 2019
Year (definitive publication)
2019
Language
English
Country
Germany
More Information
Web of Science®
This publication is not indexed in Web of Science®
Scopus
This publication is not indexed in Scopus
Google Scholar
This publication is not indexed in Google Scholar
Abstract
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.
Acknowledgements
Funded by Fundação para a Ciência e Tecnologia (Grant UID/GES/00315/2013)
Keywords
B2B,Personalised content,Interactive content,Online relationship,Trust
