... of trying to control user-generated content does not engender trust between fans and club owners (McLean and Wainwright, 2009). Hence, the current transaction-oriented relationship marketing activity of football clubs (Adamson et al., 2006) is unlikely to engender support where fans post football...

...Panagiota Papadopoulou; Andreas Andreou; Panagiotis Kanellis; Drakoulis Martakos In e‐commerce, trust becomes an essential prerequisite for customer relationship building. Drawn from established theoretical work on trust and relationship marketing, a model is proposed aiming to help in highlighting...

... the concept of relationship marketing, which has caused a paradigm shift in business‐to‐business marketing during recent years. Extends the concepts of network marketing to the Web retail marketplace, and develops a market process model for Web retailing that outlines the stages of the relationship building...