Search results for " inbound marketing"

showing 2 items of 2 documents

DISCOVERING SOCIAL MEDIA BEHAVIOR PATTERNS IN ORDER TO IMPROVE THE MARKETING STRATEGY IN THE CURRENT CHAOTIC ENVIRONMENT

2012

Marketing used to imply paying for your target audience's attention. Nowadays, with the development of inbound marketing, marketers have to attract customers with valuable and useful information that will make them eager to buy. The ever-evolving technology has lead to an intense focus on inbound marketing, in its many forms, in order to lower marketing costs and gain a position in the social web. In this context, this paper explores how companies can benefit from social media marketing by understanding how much of their time customers spend on social media, and which platforms do they find the most engaging.

jel:M31consumer behaviour social media marketing inbound marketingRevista Economica
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A New Development in Online Marketing: Introducing Digital Inbound Marketing

2015

This paper addresses the conceptualization, scale development and scale validation related to the study of consumer engagement in online settings. It first reviews this concept and draws attention to the multidimensionality of the construct, considering the underlying cognitive, emotional, and behavioral dimensions of consumer engagement. Then, it presents the foundation of this concept in relationship marketing and adds support to this proposition. Further, it proposes the construction and psychometric assessment of a 37 scales that examine all three dimensions, based on an international sample of 110 respondents who engage with a brand on a social media network. Based on multiple and succ…

scale validationonline marketingonline brandslcsh:Marketing. Distribution of productssocial mediacontent marketingsocial media marketingscale developmentonline marketing digital inbound marketing online brands content marketing social media marketing and search engine optimizationdigital inbound marketingrelationship marketingjel:M10and search engine optimizationjel:M31search engine optimizationlcsh:HF5410-5417.5multidimensional conceptconsumer engagementExpert Journal of Marketing
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