Trust as a resource: trustful relationship construction by search engine marketers

A4 Konferenspublikationer


Interna författare/redaktörer


Publikationens författare: Olga Dziubaniuk
Redaktörer: .
Förlagsort: University of Macau
Publiceringsår: 2014
Förläggare: The World Business Ethics Forum
Moderpublikationens namn: 5th World Business Ethics Forum


Abstrakt

The Search engine marketing (SEM) industry employs modern on-line marketing methods and it targets business customers. However, this industry initially obtained a doubtful reputation in the sphere of e-commerce due to the utilization of ethically questionable methods in the promotion or marketing their customers` web sites. This study considers the relationship building process and the trustfulness between search engine marketers and their stakeholders, which are generally their customers and business partners. The research results explained how these on-line marketing companies operate in such an unsteady trust environment as the Internet market. The interviewed marketing companies have provided their perspectives on successful relationship maintenance; explained the impact of positive reputation on their overall business performance and the significance of relationship network management. The research supported an assumption that a concept of trust can be considered as a resource according to the resource-based theory. The results of this qualitative research illustrated that for marketing companies trust is a vital necessity rather than an additional benefit in business relationship maintenance. For the SEM industry, trustful attitude has direct impact on business expansion on an international level and it is a basis for long-term relationships. As for the marketers, the mentioned points are considered more valuable benefits even when compared to increasing profit, which means they pursue business reinforcement and growth rather than short-term income. During the research, it was highlighted that trustful relationships are based on an adequate weekly reporting system, a two-sided and inter-personal communication system, the fulfillment of promises, avoiding
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unethical marketing techniques, and information openness and positive publicity within the SEM industry. Contrary to expectations it was discovered that SEM companies in order to attract new customers do not rely to a large extent on publicly available search engines or on-line ads but rather on word-of-mouth and the personal references of satisfied customers. Although digital business allows performing business activities on-line the personal interaction remains the key element in trustful relationship building.
The Search engine marketing (SEM) industry employs modern on-line marketing methods and it targets business customers. However, this industry initially obtained a doubtful reputation in the sphere of e-commerce due to the utilization of ethically questionable methods in the promotion or marketing their customers` web sites. This study considers the relationship building process and the trustfulness between search engine marketers and their stakeholders, which are generally their customers and business partners. The research results explained how these on-line marketing companies operate in such an unsteady trust environment as the Internet market. The interviewed marketing companies have provided their perspectives on successful relationship maintenance; explained the impact of positive reputation on their overall business performance and the significance of relationship network management. The research supported an assumption that a concept of trust can be considered as a resource according to the resource-based theory. The results of this qualitative research illustrated that for marketing companies trust is a vital necessity rather than an additional benefit in business relationship maintenance. For the SEM industry, trustful attitude has direct impact on business expansion on an international level and it is a basis for long-term relationships. As for the marketers, the mentioned points are considered more valuable benefits even when compared to increasing profit, which means they pursue business reinforcement and growth rather than short-term income. During the research, it was highlighted that trustful relationships are based on an adequate weekly reporting system, a two-sided and inter-personal communication system, the fulfillment of promises, avoiding unethical marketing techniques, and information openness and positive publicity within the SEM industry. Contrary to expectations it was discovered that SEM companies in order to attract new customers do not rely to a large extent on publicly available search engines or on-line ads but rather on word-of-mouth and the personal references of satisfied customers. Although digital business allows performing business activities on-line the personal interaction remains the key element in trustful relationship building.


Nyckelord

Business relationships, e-commerce, Relationships building, Search engine marketing, Trust

Senast uppdaterad 2019-15-10 vid 03:01