Do transactions speak louder than words? The role of workplace interpersonal transactions in relationship marketing effectiveness

David M. Brown; Helen Woodruffe-Burton; Bidit Lal Dey

Do transactions speak louder than words? The role of workplace interpersonal transactions in relationship marketing effectiveness

David M. Brown, Helen Woodruffe-Burton, Bidit Lal Dey

Research output: Contribution to conference › Paper › peer-review

Abstract

This inductive study will use semi-structured phenomenological interviews and participant diary entries, piloting a new hybrid methodology termed ‘autonetnography’, derived from autoethnography (eg - Hayano,1979; Coffey, 1999; Sparkes, 2000; Bochner & Ellis, 2006) and ‘netnography’ (Kozinets, 1997) - participants reflecting prior to interview upon their online interpersonal transactions, critical incidents and communications acting as conduits to organisation-level RM strategies. Template Analysis will help to construct ‘ethnonarratives’ (Hansen, 2006) from participants’ lived experiences, examining effects on RM.

Original language	English
Publication status	Published - 7 Jul 2014
Event	47th Academy of Marketing Conference 2014 - Bournemouth University, Bournemouth, United Kingdom Duration: 7 Jul 2014 → 10 Jul 2014

Conference

Conference	47th Academy of Marketing Conference 2014
Abbreviated title	AM2014
Country/Territory	United Kingdom
City	Bournemouth
Period	7/07/14 → 10/07/14
Other	Marketing Dimensions: People, places and spaces

Keywords

internal marketing
relationship marketing
employee engagement

Cite this

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title = "Do transactions speak louder than words? The role of workplace interpersonal transactions in relationship marketing effectiveness",

abstract = "This inductive study will use semi-structured phenomenological interviews and participant diary entries, piloting a new hybrid methodology termed {\textquoteleft}autonetnography{\textquoteright}, derived from autoethnography (eg - Hayano,1979; Coffey, 1999; Sparkes, 2000; Bochner & Ellis, 2006) and {\textquoteleft}netnography{\textquoteright} (Kozinets, 1997) - participants reflecting prior to interview upon their online interpersonal transactions, critical incidents and communications acting as conduits to organisation-level RM strategies. Template Analysis will help to construct {\textquoteleft}ethnonarratives{\textquoteright} (Hansen, 2006) from participants{\textquoteright} lived experiences, examining effects on RM.",

keywords = "internal marketing, relationship marketing, employee engagement",

author = "Brown, {David M.} and Helen Woodruffe-Burton and {Lal Dey}, Bidit",

year = "2014",

month = jul,

day = "7",

language = "English",

note = "47th Academy of Marketing Conference 2014, AM2014 ; Conference date: 07-07-2014 Through 10-07-2014",

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TY - CONF

T1 - Do transactions speak louder than words? The role of workplace interpersonal transactions in relationship marketing effectiveness

AU - Brown, David M.

AU - Woodruffe-Burton, Helen

AU - Lal Dey, Bidit

PY - 2014/7/7

Y1 - 2014/7/7

N2 - This inductive study will use semi-structured phenomenological interviews and participant diary entries, piloting a new hybrid methodology termed ‘autonetnography’, derived from autoethnography (eg - Hayano,1979; Coffey, 1999; Sparkes, 2000; Bochner & Ellis, 2006) and ‘netnography’ (Kozinets, 1997) - participants reflecting prior to interview upon their online interpersonal transactions, critical incidents and communications acting as conduits to organisation-level RM strategies. Template Analysis will help to construct ‘ethnonarratives’ (Hansen, 2006) from participants’ lived experiences, examining effects on RM.

AB - This inductive study will use semi-structured phenomenological interviews and participant diary entries, piloting a new hybrid methodology termed ‘autonetnography’, derived from autoethnography (eg - Hayano,1979; Coffey, 1999; Sparkes, 2000; Bochner & Ellis, 2006) and ‘netnography’ (Kozinets, 1997) - participants reflecting prior to interview upon their online interpersonal transactions, critical incidents and communications acting as conduits to organisation-level RM strategies. Template Analysis will help to construct ‘ethnonarratives’ (Hansen, 2006) from participants’ lived experiences, examining effects on RM.

KW - internal marketing

KW - relationship marketing

KW - employee engagement

M3 - Paper

T2 - 47th Academy of Marketing Conference 2014

Y2 - 7 July 2014 through 10 July 2014

ER -

Do transactions speak louder than words? The role of workplace interpersonal transactions in relationship marketing effectiveness

Abstract

Conference

Keywords

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Cite this