Building Relationships with Portal Users

Glenn Cameron, Fritz Cropp and Doyle Yoon

Motivation for Web portal use is an important factor in the continued growth of e-commerce. Particularly for Web portals, motivation may be intertwined with various dimensions of a relationship that is cultivated between the portal and users.
  

Building relationships with portal users:

The interplay of motivation and relational factors

Doyle Yoon

Fritz Cropp

and

Glenn CameronUniversity of Missouri at Columbia

Introduction

Faster than television penetration in the 1960s, the Internet has taken its place as a major medium in current society. Since 1994, the Internet has grown to be an important medium for commercial use, due to the development of computer technology. According to Strategies Group, a total of 106 million adults currently use the Internet, 52% of American adults, compared to 83.6 million at the end of 1998 (Sefton 2000). Among the home...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands