The Impact of Inbound Marketing on Digital Consumer Behavior in Algeria

Telilani, Ghozlan; Boutedja, Djamel

doi:10.2478/subboec-2024-0003

Abstract

This research study aims to measure the impact of inbound marketing on digital consumer behavior. The researchers collected data from 126 participants who are customers of the startup Nrecycli. The researcher used structural equation modeling (SEM) through Smart PLS 4 software to analyze the data. The findings of this study indicated that the role played by inbound marketing processes (attraction, conversion, closure, and delight) on digital consumer behavior was strong and influential. The results also indicated a positive relationship between inbound marketing, increased consumer engagement and loyalty to the institution.

References

Aljohani, H. (2020). A Review of Research on Inbound Marketing. Journal for Research on Business and Social Science, 3 (4), 312-320.
Search in Google Scholar Back to article
Bagozzi, R., Yi, Y. (1998). On the Evaluation of Structural Equation Models. Journal of the Academy of Marketing Sciences, 16, 74–94.
Search in Google Scholar Back to article
Baranchenko Y., Aksom, H. (2019). Inbound marketing: practical aspects of promoting goods and services in e-commerce. Marketing and Management of Innovations, (4), 308-320.
Search in Google Scholar Back to article
Bezovski, Z. (2015). Inbound Marketing - a new concept in digital business. 15th International Scientific Conference Society, Economy, Law, Technology and Humanity, 20–21 Nov 2015, (pp. 27–34). Sibiu, Romania.
Search in Google Scholar Back to article
Bidit, L.D., Dorothy, Y., Lalnunpuia, S. (2020). Digital consumer culture and digital acculturation. International Journal of Information Management, 51.
Search in Google Scholar Back to article
Bollen K., Lennox, R. (1991). Conventional Wisdom on Measurement: A Structural Equation Perspective. Psychological Bulletin, 110 (2), 305-314.
Search in Google Scholar Back to article
Brian, H., Dharmesh S. (2009). Inbound Marketing: Get Found Using Google, Social Media, and Blogs 1st Edition. John Wiley & Sons Inc.
Search in Google Scholar Back to article
Bueno, S., Juan, S. (2018). Inbound Marketing to improve interest in public postgraduate courses. Esic Market Economics and Business Journal, 49 (3), 533-550.
Search in Google Scholar Back to article
Chriswardana, B.D., Pradiatiningtyas, D. (2024). Inbound Marketing Based On Content and Customer in The Creative Industry Selling Fresh Meat, Seafood and Vegetables in Yogyakarta: An Experimental Approach. Widya Cipta: Jurnal Sekretari dan Manajemen, 8 (1), 1-7.
Search in Google Scholar Back to article
D’Arco, M., Presti, L.L., Marino, V. (2019). Embracing AI and Big Data in customer journey mapping: from literature review to a theoretical framework. Innovative Marketing, 15(4), 102-115.
Search in Google Scholar Back to article
Dakouan, C., Benabdelouahed, R. (2024). Content marketing and inbound marketing practices: Review of theoretical literature. African Scientific Journal, 3 (2), 1080-1098.
Search in Google Scholar Back to article
Dharmesh, S., Brian, H. (2014). Inbound Marketing, Revised and Updated: Attract, Engage, and Delight Customers Online 2nd edition. John Wiley & Sons.
Search in Google Scholar Back to article
Diamantopoulos, A., Winklhofer, H.M. (2001). Index construction with formative indicators: An alternative to scale development. Journal of Marketing Research, 38 (2), 269–277.
Search in Google Scholar Back to article
Erdmann, A., Ponzoa, J.M. (2021). Digital inbound marketing: Measuring the economic performance of grocery e-commerce in Europe and the USA. Technological Forecasting and Social Change, 162.
Search in Google Scholar Back to article
Fornell, C., David, F.L. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research 18, 39–50.
Search in Google Scholar Back to article
Gardé, V. (2018). Digital audience management: Building and managing a robust data management platform for multi-channel targeting and personalisation throughout the customer journey. Applied Marketing Analytics, 4(2), 126-135.
Search in Google Scholar Back to article
Garai-Fodor, M., Vasa, L. (2023). Characteristics of consumer segments based on perceptions of the impact of digitalisation. Decision Making: Applications in Management and Engineering, 6 (2), 975–993.
Search in Google Scholar Back to article
Hair, J., Black, W., Babin, B., Anderson, R., Tatham, R. (2005). Multivariate Data Analysis (6th Edition). Prentice Hall.
Search in Google Scholar Back to article
Heather, D., Kirmani, A. (2024). Designing Brand Cocreation Activities to Increase Digital Consumer Engagement. Journal of Interactive Marketing, 59(2), 151-166.
Search in Google Scholar Back to article
Heekyung, M., Han, S.H. (2016). A Design Process for a Customer Journey Map: A Case Study on Mobile Services. Human Factors and Ergonomics in Manufacturing & Service Industries, 26 (4), 501-514.
Search in Google Scholar Back to article
Høgenhaven, T., Fishkin, R. (2023). Inbound Marketing and SEO: Insights from the Moz Blog. United Kingdom: Wiley.
Search in Google Scholar Back to article
Hubspot (2024, 02 13). The Inbound Methodology - The best way to turn strangers into customers and promoters of your business. Récupéré sur www.hubspot.com: www.hubspot.com: http://www.hubspot.com/inbound-marketing.
Search in Google Scholar Back to article
Jílková, P., Králová, P. (2021). Digital Consumer Behaviour and eCommerce Trends during the COVID-19 Crisis. International Advances in Economic Research, 27, 83–85.
Search in Google Scholar Back to article
José, M.G., Flatten, T., Brettel, M. (2018). Content Strategies for Digital Consumer Engagement in Social Networks: Why Advertising Is an Antecedent of Engagement. Journal of Advertising, 47 (1), 4-23.
Search in Google Scholar Back to article
Juganaru, M., Andronache, R. (2021). Using Digital Marketing to Study Customer Behavior. “Ovidius” University Annals, Economic Sciences Series, 7 (2), 773-778.
Search in Google Scholar Back to article
Lemon, K. N., Verhoef, P.C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96.
Search in Google Scholar Back to article
MacKenzie, S.B., Podsakoff, P.M., Jarvis, C.B. (2005). The Problem of Measurement Model Misspecification in Behavioral and Organizational Research and Some Recommended Solutions. Journal of Applied Psychology, 90(4), 710–730.
Search in Google Scholar Back to article
Nrecycli. (2024, 02 19). https://nrecycli.com/. Récupéré sur www.nrecycli.com: https://nrecycli.com/.
Search in Google Scholar Back to article
Opreana, A., Vinerea, S. (2015). A New Development in Online Marketing: Introducing Digital Inbound Marketing. Expert Journal of Marketing, 3 (1), 29-34.
Search in Google Scholar Back to article
Patel, C.P., Pawan, K.C. (2018). Digital Inbound Marketing to Drive the Success of Startups. International Journal of Family Business and Management, 2(1), 1-6.
Search in Google Scholar Back to article
Patrutiu-Baltes, L. (2016). Inbound Marketing - the most important digital marketing strategy. Bulletin of the Transilvania University of Brasov. Series V: Economic Sciences, 58 (2), 278-286.
Search in Google Scholar Back to article
Pongsiri, K., Suteera, S., Jatupron, W., Vachiraporn, P., Surakit, K. (2022). Reconsidering the Mystery of Digital Marketing Strategy in the Technological Environment: Opportunities and Challenges in Digital Consumer Behavior. International Journal of Sociologies and Anthropologies Science Reviews, 2 (4), 43-60.
Search in Google Scholar Back to article
Raafat, A.M. (2022). The effect of inbound marketing on online customer engagement: An empirical study in retail stores of Basrah. International Journal of Business, Economics & Management, 5(1), 51-66.
Search in Google Scholar Back to article
Rosenbaum, M.S., Otálora, M.L. (2017). How to create a realistic customer journey map. Business Horizons, 60 (1), 143-150.
Search in Google Scholar Back to article
Sağkaya, G.A., Ozansoy, Ç.T. (2022). Understanding digital consumer: A review, synthesis, and future research agenda. The International Journal of Consumer Studies, 46 (5), 1829-1858.
Search in Google Scholar Back to article
Shafag, M., Quliyev, O. (2021). The Digital Consumer Profile in 5.0 Societs In Strategic Marketing Management. European Proceedings of Social and Behavioural Sciences, 121, 45-53.
Search in Google Scholar Back to article
Steenburgh, J.T., Avery, J. (2009). Hubspot: Inbound Marketing and Web 2.0. Harvard Business School Marketing Unit.
Search in Google Scholar Back to article
Taber, K.S. (2018). The Use of Cronbach’s Alpha When Developing and Reporting Research Instruments in Science Education. Research in Science Education, 48, 1273–1296.
Search in Google Scholar Back to article
Truphème, S. (2021). Inbound Marketing: Attracting, Winning, and Delighting the Customer in the Digital Age. Paris: Dunod.
Search in Google Scholar Back to article
Yazdanifard, R. (2014). How Google’s New Algorithm, Hummingbird, Promotes Content and Inbound Marketing. American Journal of Industrial and Business Management, 4 (1), 51-57.
Search in Google Scholar Back to article
Yuruk-Kayapinar, P. (2020). Managing Customer Experiences in an Omnichannel World: Melody of Online and Offline Environments in the Customer Journey. Emerald Publishing Limited, 55-73.
Search in Google Scholar Back to article

The Impact of Inbound Marketing on Digital Consumer Behavior in Algeria

Abstract

Paradigm

My account