Introduction

People don’t believe what you tell them. They rarely believe what you show them. They often believe what their friends tell them. They always believe what they tell themselves.

—Seth Godin

Relationship Marketing through Social Content

It has been over three decades since relationship marketing has been revitalized. And now with content marketing in full swing, we see it revealed in social-media channels where consumers restrict their attention to those they know, like, and trust. To relationship marketers, this was no surprise. The move from best bargain offers to a marriage metaphor was merely waiting for a consumer who had the power to tune out marketing messages and engage with those that provide useful, timely, and relevant problem ...

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