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

Yıl 2017, Cilt: 6 Sayı: 2, 921 - 939, 25.04.2017

Murat Toksarı Mehmet Mürütsoy

Öz

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           

Anahtar Kelimeler

Pazarlama, Outbound Pazarlama, Inbound Pazarlama, Geleneksel Pazarlama, Sosyal Medya Pazarlaması

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

Öz

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interaction with the consumers, has been replaced by Inbound marketing,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.  

Anahtar Kelimeler

Marketing, Outbound Marketing, Inbound Marketing, Traditional Marketing, Social Media Marketing

Kaynakça

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