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
 "Effect of Inbound Marketing Factors on Marketing Performance: The Case of Restaurant and Catering Industry in Rasht with an Emphasis on Restaurants with Gilaki Names")
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
Armstrong, G., Adam, S., Denize, S., & Kotler, P. (2014). Principles of marketing. Australia: Pearson.
Babin, B. J., Lee, Y. K., Kim, E. J., & Griffin, M. (2005). Modeling consumer satisfaction and word-of-mouth: Restaurant patronage in Korea. Journal of Services Marketing, 19(3),133-139.
Baltes, L. P. (2015). Content marketing - the fundamental tool of digital marketing. Bulletin of the Transilvania University of Braşov Series V: Economic Sciences, 8 (57), 2.
Baker, A. M., Donthu, N., & Kumar, V. (2016). Investigating how word-of-mouth conversations about brands influence purchase and retransmission intentions. Journal of Marketing Research, 53(2), 225-239.
Baye, M. R., Gatti, J. R. J., Kattuman, P., & Morgan, J. (2009). Clicks, discontinuities, and firm demand online. Journal of Economics & Management Strategy, 18(4), 935-975.
Belch. G.E., & Belch. M.A. (2004). Advertising and Promotion an Integrated Marketing CommunicationsPerspective.Boston: McGraw-Hill.
Belz, C., Höfeler, M., & Schagen, A. (2009). Die social fashion (r)evolution von armedangels—Inbound marketing in einem innovativen start-up. Marketing Review St. Gallen, 26(6),42-46.
Berry, L. L. (1995). Relationship marketing of services: Growing interest, emerging perspectives. Journal of the Academy of Marketing Science, 23(Fall), 236–245.
Casas, L.F.(2015). Inbound Marketing: The Impact of Visibility Management, Active Listening, and Community Building on Purchase Intention and Word-of-mouth Intention.Nova Southeastern University.
Chaffey, D., & Smith, P. R. (2013). EMarketing eXcellence: Planning and optimizing your digital marketing. New York, NY: Routledge.
Clark, H. H., and Brennan, S. (1991).Grounding in communication. Perspectives on socially shared cognition, WA: APA Books.
De Matos, C. A., & Rossi, C. A. V. (2008). Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators. Journal of the Academy of Marketing Science, 36(4), 578-596.
Eckler, P., & Bolls, P. (2011). Spreading the Virus: Emotional Tone ofViral Advertising and Its Effect on Forwarding Intention and attitudes. Journal of Interactive Advertising, 11(2),1‐11.
Ghose, A., & Yang, S. (2009). An empirical analysis of search engine advertising: Sponsored search in electronic markets. Management Science, 55(10), 1605-1622.
Goldstein, D., & Lee, Y. (2005). The rise of right-time marketing. The Journal of database marketing & Customer Strategy Management, 12(3), 212-225.
Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e‐WOM Scale: word‐of‐mouth measurement scale for e‐services context. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 27(1),5-23.
Habibi, M. R. Laroche, M, Richard, M. O. (2014). The roles of brand community and community engagement in building brand trust on social media.Computers in Human Behavior, 37,152-161.
Halligan, B., & Shah, D. (2010). Inbound marketing: Get found using Google, social media, and blogs. Hoboken, NJ: John Wiley & Sons.
Hennig‐Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52.
Hsu, C.-Y., Huang, Y.-W., & Chuang, S.-H. (2018). Examining the Relationships Among Electronic Word of Mouth, Perceived Value and Risk, and Consumer Purchase Intention.In International Conference on Innovative Mobile and Internet Services in Ubiquitous Computing (July 10-12, 2017, Torino, Italy), Springer,Cham ,795-801.
Hu, L. t., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling: A Multidisciplinary Journal,6(1),1-55.
Hubspot, (2016). The Inbound Methodology - The best way to turn strangers intocustomers and promoters of your business. Retrieved from http://www.hubspot.com/inbound-marketing> [Accessed 01 May 2016].
Jalilvand, M. R., Nasrolahi Vosta, L., Kazemi Mahyari, H., & Khazaei Pool, J. (2017). Social responsibility influence on customer trust in hotels: mediating effects of reputation and word-of-mouth. Tourism Review, 72(1), 1-14.
Kaplan, A.M., Haenlein, M.(2010). Users of the world unite! The challenges and opportunities of Social Media. Business Horizons, 53, 59-68.
Kim, J. B., Albuquerque, P., & Bronnenberg, B. J. (2011). Mapping online consumer search.Journal of Marketing Research, 48(1), 13-27.
Kotler, P., Armstrong, G., Ang, S. H., Leong, S. M., Tan, C. T. (2017). Principles of marketing: an Asian perspective. Pearson/Prentice-Hall.
Kozinets, R. V., De Valck, K., Wojnicki, A. C., & Wilner, S. J. S. (2010). Networked narratives: Understanding word-of-mouth marketing in online communities. Journal of Marketing,74(2), 71-89.
Kriplean, T., Beschastnikh, I., McDonald, D. W., Golder, S. A. (2007). Community, consensus, coercion, control: cs*w or how policy mediates mass participation. In GROUP ’07: Proceedings of the 2007 International ACM Conference on Supporting Group Work (November 4–7, 2007, Sanibel Island, Florida, USA), 167-177.
Krystallis, A. and Chrysochou, P., (2014). The effects of service brand dimensions on brand loyalty. Journal of Retailing and Consumer Services, 21(2),139–147.
Lages, L. (2004). The STEP Scale: A Measure of Short-Term Export Performance Improvement. Journal of International Marketing, 12(1), 36-56.
Larson, K., & Watson, R. T. (2012). The value of social media: Toward measuring Social media strategies. In the Thirty Second International Conference on Information Systems, (December 4-7, 2011, Shanghai, China), 1-18.
Lau, G.T., &Ng, S. (2001).Individual and situational factors influencing negative word-of-mouth behaviour.Canadian Journal of Administrative Sciences, 18(3), 163–178.
Lee, M., & Youn, S. (2009). Electronic word of mouth (eWOM) How eWOM platforms influence consumer product judgment. International Journal of Advertising, 28(3), 473-499.
Leskovec, J., Adamic, L.A. &Huberman, B.A. (2007).The Dynamics of ViralMarketing. ACM Transactions on the Web, 1(1), 1–39.
Lu, X., Ba, S., Huang, L., & Feng, Y. (2013). Promotional marketing or word-of-mouth? Evidence from online restaurant reviews. Information Systems Research, 24(3), 596-612.
Lusch, R. F., & Vargo, S. L. (2009). Service-dominant logic: A guiding framework for inbound marketing. Marketing Review St. Gallen,26(6), 6-10.
Madhoushi, M., & Rezaei, S. (2013). Evaluating the effectiveness of viral advertising using experimental design. Quarterly Journal of Business Management, 5 (3), 125-144. (In Persian with English Abstract)
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365.
Marketing-Schools.org, (2016). Inbound Marketing - Explore the Strategy of Inbound Marketing. Retrieved from http://www.marketing-schools.org/typesof-marketing/inbound-marketing.html [Accessed 15 May 2016].
Md Husin, M., Ismail, N., & Ab Rahman, A. (2016). The roles of mass media, word of mouth and subjective norm in family takaful purchase intention. Journal of Islamic Marketing, 7(1), 59-73.
Moliner-Velázquez, B., Ruiz-Molina, M.-E., & Fayos-Gardó, T. (2015). Satisfaction with service recovery: Moderating effect of age in word-of-mouth. Journal of Consumer Marketing, 32(6), 470-484.
Moran, M., & Hunt, B. (2008). Search engine marketing, Inc.: Driving search traffic to your company’s website. New Jersey: Pearson Education.
Olbrich, R., & Holsing, C. (2011). Modeling consumer purchasing behavior in social shopping communities with clickstream data. International Journal of Electronic Commerce, 16(2), 15-40.
Parikh, A., Behnke, C., Vorvoreanu, M., Almanza, B., & Nelson, D. (2014). Motives for reading and articulating user-generated restaurant reviews on Yelp. com. Journal of Hospitality and Tourism Technology, 5(2), 160-176.
Powers, T., Advincula, D., Austin, M. S., Graiko, S., & Snyder, J. (2012). Digital and social media in the purchase decision process: A special report from the Advertising Research Foundation. Journal of Advertising Research, 52(4), 479–489.
Prendergast, G., Ko, D. &Yuen, S.Y. V. (2010).Online word of mouth and consumer purchase intentions. International Journal of Advertising, 29(5), 687–708.
Purcell, K. (2011). Search and email still top the list of most popular online activities. PewInternet.Retrieved from: http://www.pewinternet.org/Reports/2011/Search-andemail/Report.aspx
Qasemi, V. (2013). Modeling structural equations in social research: The application of Amos Graphics. Tehran, Iran: Jame'e Shenasan Publishing. (In Persian)
Ramos, A. & Cota, S. (2008). Search Engine Marketing. New York: McGraw-Hill Professional
Rutz, O. J., Bucklin, R. E., & Sonnier, G. P. (2012). A latent instrumental variables approach to modeling keyword conversion in paid search advertising. Journal of Marketing Research, 49(3), 306-319.
Sandes, F.S., &Urdan, A.T., (2013). Electronic Word-of-Mouth Impacts on Consumer Behavior: Exploratory and Experimental Studies. Journal of International Consumer Marketing, 25(3), 181–197.
Shin, Y., & Thai, V. V. (2015). The impact of corporate social responsibility on customer satisfaction, relationship maintenance and loyalty in the shipping industry. Corporate Social Responsibility and Environmental Management, 22(6), 381-392.
Silverman G.(2001). The secrets of word-of-mouth marketing; USA: AMA.COM.
Silverman, G. (2011). Secrets of word-of-mouth marketing: how to trigger exponential sales through runaway word of mouth: AMACOM Div American Mgmt Assn.
Trusov, M., Bucklin, R. E., & Pauwels, K. (2009). Effects of word-of-mouth versus Traditional Marketing: Findings from an internet social networking site. Journal of Marketing, 73(5),90-102.
Venkatesh, V., Morris, M. G., Gordon, B. D., & Davis, F. D. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425-478.
Wangenheim, F. V., &Bayón, T. (2004) “The effect of word of mouth on services switching: Measurement and moderating variables, European Journal of Marketing, 38(9-10), 1173–1185.
Wolfinbarger, M., & Gilly, M. C. (2003). eTailQ: Dimensionalizing, measuring and predicting etail quality. Journal of Retailing, 79(3), 183-198.
Whittaker, T. A.(2011). A Beginner's Guide to Structural Equation Modeling. In: Taylor & Francis.
Weinberg, B. D., & Pehlivan, E. (2011). Social spending: Managing the social media mix. Business Horizons, 54(3), 275-282.
You, Y., Vadakkepatt, G. G., & Joshi, A. M. (2015). A meta-analysis of electronic word-of-mouth elasticity. Journal of Marketing, 79(2), 19-39.
Zhang, X., Ma, L., & Wang, G.-S. (2019). Investigating consumer word-of-mouth behaviour in a Chinese context. Total Quality Management & Business Excellence, 30(5-6), 579-593.
