The New Architecture of Consumer Relationships
Keywords:
digital relationships, consumer trust, customer engagement, relational visibility, digital ecosystemsAbstract
Digital transformation has redefined consumer–brand relationships by creating interconnected ecosystems shaped by social media, online communities, artificial intelligence, and algorithmic platforms. Traditional linear models of consumer behavior are increasingly inadequate for explaining how relationships develop in these environments. This editorial argues that contemporary consumer relationships emerge through recursive interactions involving trust, emotional resonance, identity expression, community participation, and relational visibility. Together, these mechanisms form a new relational architecture that shapes engagement, commitment, and loyalty. The article highlights emerging theoretical directions and proposes a broader research agenda for digital relationship marketing.
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