Document Type
Conference Proceeding
Conference Track
Social Media/ Internet/ Mobile/ Direct Marketing
Publication Date
2010
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.
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). Association of Marketing Theory and Practice Proceedings 2010. 50.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2010/50
