A Research on Finding the Relationship Between Inbound Marketing Practices and Marketing Performance.
Journal Title: Journal of the Human and Social Science Researches - Year 2017, Vol 6, Issue 2
Abstract
The paradigm of marketing has been changed with the spread of internet. Outbound (traditional) marketing, which sends one way message to consumers and provides a very limited interaction with the consumers, has been replaced by Inbound marketing, which builds multi- directional and mutual interaction with consumers. The aim of the study is to reveal the relationship between Inbound marketing practices and marketing performance. Inbound marketing practices are measured by online visibility managment, active listening and community building. Marketing performance is measured by consumers' purchase intentions and word-of-mouth intentions. To measure this relationship the university students (FEAS, formal education) who are social media users and live in Nigde has been applied the online survey method, one of the quantitative methods, the results of the survey were analyzed statistically by using SPSS package programe.
Authors and Affiliations
Murat TOKSARI| Yrd. Doç. Dr., Ömer Halisdemir Üniversitesi İİBF, İşletme m.toksari@ohu.edu.tr, Mehmet MÜRÜTSOY| Ömer Halisdemir Üniversitesi, Sosyal Bilimler Enstitüsü m.murutsoy@ohu.edu.tr
Keywords
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