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Relationship Marketing: Revisiting the Scholarship in Sport Management and Sport Communication

Gashaw Abeza, Norm O’Reilly, and Jessica R. Braunstein-Minkove

). In RM, different schools of thought emerged in the 1980s and 1990s with the growth of literature in the field ( Palmer et al., 2005 ; Setyawan, Purwanto, Dharmmesta, & Nugroho, 2019 ; Sheth, 2017 ). The commonly discussed major schools include (a) the Nordic school of service management, (b

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Opportunities for Advancing Relationship Marketing and Social Media Research

Rebecca M. Achen

) recognizes there are multiple perspectives for classifying schools of thought in relationship marketing, they describe three including the Nordic school, Industrial Marketing and Purchasing group, and Anglo-Australian school. Palmer et al. synthesized research across these groups and defined the schools of

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The State of Quantitative Research and a Proposed Research Framework in Social Media

Thilo Kunkel, Heather Kennedy, Bradley J. Baker, and Jason P. Doyle

“theory” and some, particularly the Nordic School that focuses on the process of relationship marketing via a communication, interaction, and value creation process ( Abeza, O’Reilly, Finch, et al., 2020 ; Grönroos, 2004 ), could be considered a theoretical foundation, while other approaches reflect a

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Place Your Bets: An Exploratory Study of Sports-Gambling Operators’ Use of Twitter for Relationship Marketing

Emily Stadder and Michael L. Naraine

be simply visualized as companies’ transition away from product-based transactions to considering what they can do for their customers in terms of total service offerings ( Grönroos, 1996 ). A decade before the term “relationship marketing” was even established, the Nordic School of Service and IMP

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I “Like” It: The Effects of Social Media Platform and Message on Consumer Engagement Actions

Rebecca M. Achen, Ashley Stadler-Blank, and John J. Sailors

& Peltier, 2013 ) and social media provide opportunities for communicating and interacting with consumers, we approach this research through the lens of relationship marketing. Taking the perspective of the Nordic school of thought, Grönroos ( 2004 ) considers relationship marketing a customer

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Theory and Social Media in Sport Studies

Gashaw Abeza and Jimmy Sanderson

value of products and/or services that are exchanged. For a relationship to develop (according to the Nordic school of thought), three components must work well together: communication, interaction, and value. Communication by creating and sharing knowledge between businesses and customers must then