AMTP Proceedings 2010
Document Type
Conference Proceeding
Conference Track
Social Media/ Internet/ Mobile/ Direct Marketing
Publication Date
2010
Copyright
This work is archived and distributed under the repository's Standard Copyright and Reuse License (opens in new tab). End users may copy, store, and distribute this work without restriction. For all other uses, permission must be obtained from the copyright owners or their authorized agents.
Abstract
Relationship marketing has been established as a valuable approach for use in business to consumer transactions. When utilized in e-commerce environments however, this approach seems to falter in light of the risk and uncertainty components inherent in electronically mediated exchange. The reluctance of a consumer to partake in an exchange with a business causes the possibility of a successful relationship to dwindle. In this paper the lifeblood model is proposed as a means to further understanding the power of trust in mitigating e-commerce communication exchanges. Practical applications of the model are also discussed.
DOI
10.20429/amtp.2010.50
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Coleman, Miles Clinton, "The Lifeblood Model: the Power of Trust in E-commerce Communication" (2010). AMTP Proceedings 2010. 50.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2010/50
