Business-to-Business Relationship Marketing Research (1983–2022): topical trends and organizing framework

Das, Kallol, Mungra, Yogesh, Namboodiri, Sooraj and Sharma, Anuj (2025) Business-to-Business Relationship Marketing Research (1983–2022): topical trends and organizing framework. Journal of Relationship Marketing. pp. 1-32. ISSN 1533-2675 (In Press)

[thumbnail of Business-to-Business Relationship Marketing.pdf] Text
Business-to-Business Relationship Marketing.pdf - Published Version
Restricted to Repository staff only

Download (1MB) | Request a copy

Abstract

The domain of business-to-business (B2B) relationship marketing has completed four decades, which is a significant milestone in any field’s life cycle. At this juncture, a thorough integrative review is required to consolidate the scattered knowledge toward gaining a comprehensive understanding of the field. Our study aims to address this requirement, which will aid in enhancing the domain’s vitality and future growth. To achieve this objective, we adopted a machine learningbased text analytics method using structural topic modeling (STM), tm for text preprocessing, and ggplot2 for data visualization using R-software to extract, explore, and map the key themes and their evolution from the extant research on B2B relationship marketing literature for the 40-year period from 1983 to 2022.Using structural topic modeling (STM), we identified 14 topics from B2B relationship marketing literature, out of which five are trending (namely, social media and network relationships, B2B relationship selling, CRM, B2B service relationships, and B2B relationship performance), suggesting high future fertility of these research areas. Furthermore, we developed a comprehensive organizing framework based on the STM results. We end with implications for theory and future research.

Item Type: Article
Keywords: Relationship marketing | business-to-business | B2B relationship marketing | organizing framework | structural topic modeling
Subjects: Social Sciences and humanities > Business, Management and Accounting > Accounting
Social Sciences and humanities > Business, Management and Accounting > General Management
JGU School/Centre: Jindal Global Business School
Depositing User: Mr. Luckey Pathan
Date Deposited: 10 Jun 2025 10:27
Last Modified: 10 Jun 2025 10:27
Official URL: https://doi.org/10.1080/15332667.2025.2508029
URI: https://pure.jgu.edu.in/id/eprint/9610

Downloads

Downloads per month over past year

Actions (login required)

View Item
View Item