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Journals / İnsan ve Toplum Bilimleri Araştırmaları Dergisi / 2017 / Cilt: 6 - Sayı: 2

A Research on Finding the Relationship Between Inbound Marketing Practices and Marketing Performance

İnbound Pazarlama Uygulamaları İle Pazarlama Performansı Üzerindeki İlişkinin Ortaya Çıkarılmasına Yönelik Bir Araştırma.

Murat TOKSARI
Mehmet MÜRÜTSOY
Pages
921–939
Publication Date
2017-04-25
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

To measure this relationship the university students 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.

📌 3 Key Takeaways

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Objective & Hypothesis:The paradigm of marketing has been changed with the spread of internet.
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Key Findings & Data:The aim of the study is to reveal the relationship between Inbound marketing practices and marketing performance.
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Conclusion & Impact:To measure this relationship the university students 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.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Pazarlama · Outbound Pazarlama · Inbound Pazarlama

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marketing, which sends one way message to consumers and provides a very limited interaction with the consumers, has been replaced by Inbound marketing, which builds multi- directional and mutual interaction with consumers.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 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.

Özet

İnternetin yaygınlaşmasıyla birlikte pazarlama paradigması değişime uğramıştır. Tüketicilere tek yönlü mesaj gönderen ve çok sınırlı bir etkileşim sağlayan outbound (geleneksel) pazarlamanın yerini tüketicilerle çok yönlü ve karşılıklı iletişim kurabilen inbound pazarlama almıştır. Bu çalışmanın amacı inbound pazarlama uygulamaları ile pazarlama performansı arasındaki ilişkiyi ortaya çıkarmaktır. İnbound pazarlama uygulamaları internette görünürlük (arama motorlarında üst sıralarda yer alma) yönetimi, aktif dinleme ve topluluk oluşturma ile ölçülürken; pazarlama performansı ise tüketicilerin satın alma niyetleri ve ağızdan ağıza pazarlamaya ilişkin niyetleri ile ölçülmektedir. Bu ilişkiyi ölçmek için Niğde de yaşayan sosyal medya kullanıcısı lisans öğrencilerine yönelik internet üzerinden anket düzenlenmiş ve anketten elde edilen veriler SPSS paket programlarından faydalanılarak istatistiki açıdan analiz edilmiştir

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Cite This Article

TOKSARI, M., MÜRÜTSOY, M. (2017). A Research on Finding the Relationship Between Inbound Marketing Practices and Marketing Performance. İnsan ve Toplum Bilimleri Araştırmaları Dergisi, Cilt: 6 - Sayı: 2, 921–939. https://ajindex.com/articles/675071

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