Document Type : Original Article
Authors
1 PhD Candidate in Business Management-marketing, Islamic Azad University, Abhar, Iran
2 Associate Professor, Department of Management, Islamic Azad University, Abhar, Iran
3 Assistant Professor, Department of Management, Islamic Azad University. Abhar, Iran
Abstract
The present study explores the effect of inbound marketing factors on marketing performance. The statistical population was composed of all customers of six restaurants with Gilaki names in Rasht, which are active in cyberspace. A total of 400 individuals were selected by convenience sampling. The standard scales included visibility management, active listening, community building, word-of-mouth (WOM) intention, and purchase intention. Data were analyzed by structural equations modeling in AMOS (ver. 24) software package. The coefficient of determination for the dependent variables showed that active listening, community building, visibility management and WOM intention could account for 49 percent of the variance of customer purchase intention. Also, active listening, community building, and visibility management captured 28 percent of the variance of customer WOM intention. Therefore, it can be concluded that the active presence of restaurants in cyberspace is directly related to customer WOM and purchase intention and attention to inbound marketing tools will play a key role in the viability of their business.
Graphical Abstract
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Highlights
- A paradigm shift from outbound to inbound marketing.
- Changing customers' behavior patterns in cyberspace.
- The need for the presence of restaurant in social networks.
- The vital role of inbound marketing in converting customers to proponents.
Keywords
- Active listening
- community building
- Inbound marketing
- purchase intention
- visibility management
- word-of-mouth
Main Subjects
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