Araştırma Makalesi
BibTex RIS Kaynak Göster

The Impact of Inbound Marketing on Word of Mouth, Brand Awareness, and Purchase Intention

Yıl 2023, Cilt: 33 Sayı: 1, 233 - 250, 19.01.2023
https://doi.org/10.18069/firatsbed.1182416

Öz

This study aims to define inbound marketing and determine its impact on marketing efforts. The target audience of the research consisted of consumers who researched on the internet before purchasing any product or service. Research data were collected through an online survey. The reliability of the collected data was tested with the Cronbach Alpha Coefficient and the validity was tested with Factor Analysis. The hypotheses created were tested with the Structural Equation Model. As a result of the analysis, it was concluded that inbound marketing (visibility management, active listening, community building and live communication) had a positive effect on word of mouth, brand awareness and purchase intention. Of the hypotheses created, only "A company's live communication has a positive effect on purchase intention." hypothesis was not supported. The limited number of studies on the subject in our domestic literature, the fact that the subject is generally handled qualitatively in the foreign literature and the few quantitative studies reveal the importance of the study. When the results of the study are also considered from the point of view of the practitioners, it is thought that it will provide important contributions to the businesses in the conditions of today's digital age, in terms of guiding them and providing positive feedback.

Kaynakça

  • Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name, New York: The Free Press.
  • Ageeva, A. (2020). Using Inbound Marketing Strategy for Raising Brand Awareness on the Finnish Market; Case: Bee Smart City, (Bachelor’s thesis), Haaga-Helia University of Applied Sciences, Finlandiya.
  • Ahmad, N., Vveinhardt, J. ve Ahmed, R. R. (2014). Impact of Word of Mouth on Consumer Buying Decision, European Journal of Business and Management, 6(31), 394-404.
  • Alexandrov, A., Lilly, B. ve Babakus, E. (2013). The Effects of Social and Self Motives on the Intentions to Share Positive and Negative Word of Mouth, Journal of the Academy of Marketing Science, 41, 531-546.
  • Alhaddad, A. A. (2015). The Effect of Advertising Awareness on Brand Equity in Social Media, International Journal of e-Education, e-Business, e-Management and e-Learning, 5(2), 73-84.
  • Bataineh, A. Q. (2015). The Impact of Perceived E-WOM on Purchase Intention: The Mediating Role of Corporate Image, International Journal of Marketing Studies, 7(1), 126-137.
  • Berman, R. ve Katona, Z. (2013). The Role of Search Engine Optimization in Search Marketing, Marketing Science, 32(4), 644-651.
  • Bezhovski, Z. (2015). Inbound Marketing – A New Concept in Digital Business, International Scientific Conference of the Romanian – German University of Sibiu içinde (27-34 ss.).
  • Bîja, M. ve Balaş, R. (2014). Social Media Marketing to Increase Brand Awareness, Journal of Economics and Business Research, 2, 155-164.
  • Blanchard, A. L. ve Markus, M. L. (2002). Sense of Virtual Community-Maintaining the Experience of Belonging, Proceedings of the 35th Hawaii International Conference on System Sciences içinde (3566-3575 ss.), Los Alamitos, CA: IEEE.
  • Bleoju, G., Capatina, A., Rancati, E. ve Lesca, N. (2016). Exploring Organizational Propensity Toward Inbound-Outbound Marketing Techniques Adoption: The Case of Pure Players and Click and Mortar Companies, Journal of Business Research, 69(11), 5524-5528.
  • Büyüköztürk, Ş. (2002). Faktör Analizi: Temel Kavramlar ve Ölçek Geliştirmede Kullanımı, Kuram ve Uygulamada Eğitim Yönetimi, 32, 470-483.
  • Caragher, J. M., (2013). The Five Crucial Questions to Ask About Inbound Marketing, CPA Practice Management Forum, 9(10), 9-11.
  • Casas, L. F. (2015). Inbound Marketıng: The Impact of Visibility Management, Active Listening, and Community Building on Purchase Intention and Word-of-Mouth Intention, (Doctor of busıness admınıstratıon), H. Wayne Huizenga School of Business and Entrepreneurship Nova Southeastern University, Florida.
  • Cengiz, E. (2007). Kâr Amacı Gütmeyen Kurumlar Olarak Müzelerde Pazarlama Faaliyetleri: Pazarlama Karması Unsurlarının Müzelerde Müşteri Sadakatine Etkisine İlişkin Yapısal Bir Model Önerisi, (Yayınlanmamış doktora tezi), Karadeniz Teknik Üniversitesi, Trabzon.
  • Chang, H. H. ve Chen, S. W. (2008). The Impact of Online Store Environment Cues on Purchase Intention: Trust and Perceived Risk as a Mediator, Online Information Review, 32(6), 818-841.
  • Cheng, S., Lam, T. ve Hsu, C. H. C. (2006). Negative Word of Mouth Communication Intention: An Application of the Theory of Planned Behavior, Journal of Hospitality & Tourism Research, 30(1), 95-116.
  • Cheung, C. M. K., Lee, M. K. O. ve Thadani, D. R. (2009). The Impact of Positive Electronic Word-of-Mouth on Consumer Online Purchasing Decision, In World Summit on Knowledge Society içinde (501-510 ss.), Springer, Heidelberg Berlin.
  • Chi, H. K., Yeh, H. R. ve Yang, Y. T. (2009). The Impact of Brand Awareness on Consumer Purchase Intention: The Mediating Effect of Perceived Quality and Brand Loyalty, The Journal of International Management Studies, 4(1), 135-144.
  • Clark, H. H. ve Brennan, S. (1991). Grounding in Communication. Perspectives on Socially Shared Cognition, Washington: WA APA Books.
  • Cornen, L. (2018). To What Extent has Inbound Marketing Revolutionized the Customer Attraction, Engagement and Acquisition Processes, (Bachelor’s thesis), Helsinki Metropolia University of Applied Sciences, Finlandiya.
  • Dalzotto, D., Basso, K., Costa, C. ve Baseggio, H. W. (2016). The Impact of Affective and Cognitive Antecedents on Negative Word-of-Mouth Intentions, The International Review of Retail, Distiribution and Consumer Research, 26(4), 418-434.
  • Figl, K. ve Bauer, C. (2008). Online Active Listening and Media Competence, International Conference e-Learning içinde (207-214 ss.), Amsterdam, 22-25 July.
  • Gironda, J. T. ve Korgaonkar, P. K. (2014). Understanding Consumers’ Social Networking Site Usage, Journal of Marketing Management, 30(5-6), 571-605.
  • Goyette, I., Ricard, L., Bergeron, J. ve Marticotte, F. (2010). e-WOM Scale: Word-of-Mouth Measurement Scale for e-Services Context, Canadian Journal of Administrative Sciences, 27(1), 5-23.
  • Hall, S. (2017). Innovative B2B Marketing: New Models, Processes and Theory. 1st Ed., London: Kogan Page.
  • Halligan, B. (2019). “Inbound Marketing vs. Outbound Marketing”, Erişim adresi https://blog.hubspot.com/blog/tabid/6307/bid/2989/inbound-marketing-vs-outbound-marketing.aspx, (Erişim: 11.09.2020).
  • Harrison, L. M. (2014). Case Study on the First Time Use of a Webinar by a Small Marketing Firm, Professional Projects from the Collage of Journalism and Mass Communications, 1, 1-31.
  • Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A. ve Skiera, B. (2010).The Impact of New Media on Customer Relationships, Journal of Service Research,13(3),311-330.
  • Homburg, C., Klarmann, M. ve Schmitt, J. (2010). Brand Awareness in Business Markets: When is it Related to Firm Performance?, International Journal of Research in Marketing, 27, 201-212.
  • Hsu, H. ve Wang, S. (2008). The Use of Webinar Tool (Elluminate) to Support Training: The Effects of Webinar-Learning Implementation from Student Trainers’ Perspective, Journal of Interactive Online Learning, 7(3), 175-194.
  • Huang, C. Y., Chou, C. J. ve Lin, P. C. (2010). Involvement Theory in Constructing Bloggers’ Intention to Purchase Travel Products, Tourism Management, 31, 513-526.
  • HupSpot, (2020). “What is Inbound Marketing”, Erişim adresi https://www.hubspot.com/inbound-marketing, (Erişim: 01.09.2020).
  • Hutter, K., Hautz, J., Dennhardt, S. ve Füller, J. (2013). The Impaact of User Interactions in Social Media on Brand Awareness and Purchase Intention: The Case of MINI on Facebook, Journal of Product & Brand Management, 22(5/6), 342-351.
  • Islam, J. U. ve Rahman, Z. (2016). Linking Customer Engagement to Trust and Word-of-Mouth on Facebook Brand Communities: An Emprical Study, Journal of Internet Commerce, 15(1), 40-58.
  • Jalilvand, M. R., Samiei, N. ve Mahdavinia, S. H. (2011). The Effect of Brand Equity Components on Purchase Intention: An Application of Aaker’s Model in the Automobile Industry, International Business and Management, 2(2), 149-158.
  • Jalilvand, M. R. ve Samiei, N. (2012). The Effect of Electronic Word of Mouth on Brand Image and Purchase Intention: An Emprical Study in the Automobile Industry in Iran, Marketing Intelligence & Planning, 30(4), 460-476.
  • Jonsdottir, I. J. ve Fridriksdottir, K. (2020). Active Listening: Is it the Forgotten Dimension in Managerial Communication?, International Journal of Listening, 34(3), 178-188.
  • Jorgensen, G. (2012). Social Media Basics for Orthodontists, American Journal of Orthodontics and Dentofacial Orthopedics, 141(4), 510-515.
  • Kapp, K. M. ve Wingate, L. (2012). Designing, Marketing, and Delivering an Effective Webinar: Guidelines Based on Research and Practice, Journal of Applied Learning Technology, 2(3), 16-22.
  • Keller, K. L. (2001). Building Customer-Based Brand Equity: Creating Brand Resonance Requires Carefully Sequenced Brand Building Efforts, Marketing Management, 10(2), 15-19.
  • Keller, K. L. (2008). Strategic Branding Management: Building, Measuring, and Managing Brand Equity, 3rd Ed., Upper Saddle River: Prentice Hall.
  • Khan, S. A., Ramzan, N., Shoaib, M. ve Mohyuddin, A. (2015). Impact of Word of Mouth on Consumer Purchase Intention, Sci. Int. (Lahore), 27(1), 479-482.
  • Kietzmann, J. H., Hermkens, K., McCarthy, I. P. ve Silvestre, B. S. (2011). Social Media? Get Serious! Understanding the Functional Building Blocks of Social Media, Business Horizons, 54(3), 241-251.
  • Killian, R. D. (2011). The Effects of Relationship Selling Behaviors and Their Influence on Sales Performance, (Doctor of business administration), Alliant International University, San Diego.
  • Kim, J. ve Lennon, S. J. (2013). Effects of Reputation and Website Quality on Online Consumers’ Emotion, Perceived Risk and Purchase Intention: Based on the Stimulus-Organism-Response Model, Journal of Research in Interactive Marketing, 7(1), 33-56.
  • Kim, J. B., Albuquerque, P. ve Bronnenberg, B. J. (2011). Mapping Online Customer Search, Journal of Marketing Research, 48(1), 13-27.
  • Kim, J., Lee, H. C. ve Kim, H. J. (2004). Factors Affecting Online Search Intetntion and Online Purchase Intention, Seoul Journal of Business, 10(2), 27-48.
  • King, R. C., Schilhavy, R. A. M., Chowa, C. ve Chin, W. W. (2016). Do Customers Identify with our Website? The Effects of Website Identification on Repeat Purchase Intention, International Journal of Electronic Commerce, 20(3), 319-354.
  • Kline, P. (1994). An Easy Guide to Factor Analysis, New York: Routledge.
  • Kouchesfahani, M. M., Jalili, M. ve Noraei, M. (2019). Effect of Inbound Marketing Factors on Marketing Performance: The Case of Restaurant and Catering Industry in Rasht with an Emphasis on Restaurants with Gilaki Names, International Journal of Agricultural Management and Development, 9(4), 363-378.
  • Kozinets, R. V., Valck, K., Wojnicki, A. C. ve Wilner, S. J. S. (2010). Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities, Journal of Marketing, 74(2), 71-89.
  • Kriplean, T., Beschastnikh, I., McDonald, D. W. ve Golder, S. A. (2007). Community, Consensus, Coercion, Control: CS*W or How Policy Mediates Mass Participation, In Proceedings of the 2007 International ACM Conference on Supporting Group Work içinde (167-176 ss.).
  • Kruckeberg, D. ve Starck, K. (2004). The Role and Ethics of Community Building for Consumer Products and Services, Journal of Promotion Management, 10(1-2), 133-146.
  • Kuo, Y. F., Hu, T. L. ve Yang, S. C. (2013). Effects of Inertia and Satisfaction in Female Online Shoppers on Repeat-Purchase Intention: The Moderating Roles of Word-of-Mouth and Alternative Attraction, Managing Service Quality, 23(3), 168-187.
  • Langaro, D., Rita, P. ve Salgueiro, M. F. (2018). Do Social Networking Sites Contribute for Building Brands? Evaluating the Impact of Users’ Participation on Brand Awareness and Brand Attitude, Journal of Marketing Communications, 24(2), 146-168.
  • Lin, C. O. Y. ve Yazdanifard, R. (2014). How Google’s New Algorithm, Hummingbird, Promotes Content and Inbound Marketing, American Journal of Industrial and Business Management, 4, 51-57.
  • Lo, S. G. (2012). Consumer Decisions: The Effect of Word-of-Mouth, International Journal of Organizational Innovation, 4(3), 188-196.
  • Lusch, R. F. ve Vargo, S. L. (2009). Service-Dominant Logic – A Guiding Framework for Inbound Marketing, Marketing Review St. Gallen, 26(6), 6-10.
  • Mäenpää, R. (2018). Inbound Marketing GTM-Plan: Case Ficolo LTD, Finlandiya: Satakunta University of Applied Sciences Degree Programme in International Trade.
  • Maisam, S. ve Mahsa, R. D. (2016). Positive Word of Mouth Marketing: Explaining the Roles of Value Congruity and Brand Love, Journal of Competitiveness, 8(1), 19-37.
  • Malik, M. E., Ghafoor, M. M., Iqbal, H. K., Riaz, U., Hassan, N., Mustafa, M. ve Shahbaz, S. (2013). Importance of Brand Awareness and Brand Loyalty in Ssessing Purchase Intentions of Consumer, International Journal of Business and Social Science, 4(5), 167-171.
  • Martín, H. S. ve Herrero, A. (2012). Influence of the User’s Psychological Factors on the Online Purchase Intention in Rural Tourism: Integrating Innovativeness to the UTAUT Framework, Tourism Management, 33, 341-350.
  • McAlexander, J. H., Schouten J. W. ve Koenig, H. F. (2002). Building Brand Community, Journal of Marketing, 66(1), 38-54.
  • Moran, M. ve Hunt, B. (2008). Search Engine Marketing, Inc.: Driving Search Traffic to Your Company’s Web Site, New Jersey: Pearson Education.
  • Opreana, A. ve Vinerean, S. (2015). A New Development in Online Marketing: Introducing Digital Inbound Marketing, Expert Journal of Marketing, 3(1), 29-34.
  • Özdamar, K. (2002). Paket Programlarla İstatistiksel Veri Analizi-1, 4. Baskı, Eskişehir: Kaan Kitabevi.
  • Palmer, J., Eidson, V., Haliemun, C. ve Wiewel, P. (2011). Predictors of Positive and Negative Word of Mouth of University Students: Strategic Implications for Institutions of Higher Education, International Journal of Business and Social Science, 2(7), 59-62.
  • Patrutiu-Baltes, L. (2016). Inbound Marketing – The Most Important Digital Marketing Strategy, Bulletin of the Transilvania University of Braşov, Economic Sciences. Series V. 9(2), 61-68.
  • Podnar, K. ve Javernik, P. (2012). The Effect of Word of Mouth Consumers’ Attitudes Toward Products and Their Purchase Probability, Journal of Promotion Management, 18(2), 145-168.
  • Popova, E. (2019). Raising Brand Awareness Through Inbound Marketing in B2B Sales on the Russian Market, (Bachelor’s thesis), Lahtı University of Applied Sciences, Finlandiya.
  • Raatikainen, L. (2018). Measuring Inbound Marketing, (Bachelor’s thesis), Haaga-Helia University of Applied Sciences, Finlandiya.
  • Ramos, A. ve Cota, S. (2008). Search Engine Marketing, New York: McGraw-Hill Professionals.
  • Rana, J. ve Paul, J. (2017). Consumer Behavior and Purchase Intention for Organic Food: A Review and Research Agenda, Journal of Retailing and Consumer Services, 38, 157-165.
  • Royo-Vela, M. ve Hünermund, U. (2016). Effects of Inbound Marketing Communications on HEIs’ Brand Equity: The Mediating Role of the Student’s Decision-Making Process. An Exploratory Research, Journal of Marketing for Higher Education, 26(2), 143-167.
  • Saleem, A., Ghafar, A., Ibrahim, M., Yousuf, M. ve Ahmed, N. (2015). Product Perceived Quality and Purchase Intention with Consumer Satisfaction, Global Journal of Management and Business Research: E Marketing, 15(1), 21-27.
  • Sam, M. F. M. ve Tahir, M. N. H. (2009). Website Quality and Consumer Online Purchase Intention of Air Ticket, International Journalof Basic & Applied Sciences, 9(10), 4-9.
  • Sasmita, J. ve Suki, N. M. (2015). Young Consumers’ Insights on Brand Equity. Effects of Brand Association, Brand Loyalty, Brand Awareness, and Brand Image, International Journal of Retail & Distribution Management, 43(3), 276-292.
  • Schau, H. J., Muniz, A. M. ve Arnould, E. J. (2009). How Brand Community Practices Create Value, Journal of Marketing, 73(5), 30-51.
  • Silverman, G. (2011). Secrets of Word-of-Mouth Marketing: How to Trigger Exponential Sales Through Runaway Word of Mouth, 2nd Ed., Amacom Books.
  • So, K. K. F., Wu, L., Xiong, L. ve King, C. (2017). Brand Management in the Era of Social Media: Social Visibility of Consumption and Customer Brand Identification, Journal of Travel Research, 57(6),727-742.
  • Son, J. (2015). Consumers in an Online Brand Community: Uses and Gratifications, Social Capital, and Brand Loyaty, (Doctor of philosophy), Iowa State University, Ames Iowa USA.
  • Talola, T. (2013). Inbound Marketing in Practice Case Study, (Master’s thesis), Lainaaja.fi Turun Yliopisto University of Turku, Finlandiya.
  • Thompson, B. (2004). Exploratory and Confirmatory Factor Analysis: Understanding Concepts and Applications. Washington DC: American Psychological Association.
  • Toksarı, M. ve Mürütsoy, M. (2017). Inbound Pazarlama Uygulamaları ile Pazarlama Performansı Üzerindeki İlişkinin Ortaya Çıkarılmasına Yönelik Bir Araştırma, İnsan ve Toplum Bilimleri Araştırmaları Dergisi, 6(2), 921-939.
  • Topor, D. R. ve Budson, A. E. (2020). Twelve Tips to Present an Effective Webinar, Medical Teacher, 42(11), 1216-1220.
  • Tritama, H. B. ve Tarigan, R. E. (2016). The Effect of Social Media to the Brand Awareness of a Product of a Company, International Journal of Communication & Information Technology, 10(1), 9-14.
  • Trusov, M., Bucklin, R. E. ve Pauwels, K. (2009). Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking Site, Journal of Marketing, 73(5), 90-102.
  • Uen, J. F., Peng, S. P., Chen, S. Y. ve Chien, S. H. (2011). The Impact of Word of Mouth on Organizational Attractiveness, Asia Pacific Management Review, 16(3), 239-253.
  • Wang, F. ve Vaughan, L. (2014). Firm Web Visibility and its Business Value, Internet Research, 24(3), 292-312.
  • Wang, X. ve Yang, Z. (2010). The Effect of Brand Credibility on Consumers’ Brand Purchase Intention in Emerging Economies: The Moderating Role of Brand Awareness and Brand Image, Journal of Global Marketing, 23(3), 177-188.
  • Weger, Jr. H., Bell, G. C., Minei, E. M. ve Robinson, M. C. (2014). The Relative Effectiveness of Active Listening in Initial Interactions, International Journal of Listening, 28(1), 13-31.
  • Yalçın, N. ve Köse, U. (2010). What is Search Engine Optimization: SEO?, Procedia Social and Behavioral Sciences, 9, 487-493.
  • Yaşlıoğlu, M. M. (2017). Sosyal Bilimlerde Faktör Analizi ve Geçerlilik: Keşfedici ve Doğrulayıcı Faktör Analizlerinin Kullanılması, Istanbul University Journal of School of Business, 46(Özel Sayı), 74-85.
  • Yıldız, S. (2017). Effects of Guerrilla Marketing on Brand Awareness and Consumers’ Purchase Intention, Global Journal of Economics and Business Studies, 6(12), 177-185.
  • Zamil, A. M. (2011). The Impact of Word of Mouth (WOM) on the Purchasing Decision of the Jordanian Consumer, Research Journal of International Studies, 20, 24-29.
  • Zhang, M., Qin, F., Wang, G. A. ve Luo, C. (2020). The Impact of Live Video Streaming on Online Purchase Intention, The Service Industries Journal, 40(9-10), 656-681.
  • Zilincan, J. (2015). “Search Engine Optimizition”, CBU International Conference on Innovation, Technology and Education March 25-27 Prague, 3, 506-510.

GELEN PAZARLAMANIN AĞIZDAN AĞIZA PAZARLAMA, MARKA BİLİNİRLİĞİ VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ

Yıl 2023, Cilt: 33 Sayı: 1, 233 - 250, 19.01.2023
https://doi.org/10.18069/firatsbed.1182416

Öz

Bu çalışma gelen pazarlamayı tanımlayarak pazarlama çabaları üzerindeki etkisini belirlemeyi amaçlamaktadır. Araştırmanın hedef kitlesini herhangi bir ürün ya da hizmet satın almadan önce internet üzerinde araştırma yapan tüketiciler oluşturmaktadır. Araştırma verileri online anket aracılığıyla toplanmıştır. Toplanan verilerin güvenilirlikleri Cronbach Alfa Katsayısı ile geçerlilikleri ise Faktör Analizi ile test edilmiştir. Oluşturulan hipotezler Yapısal Eşitlik Modeli ile test edilmiştir. Yapılan analizler neticesinde genel olarak gelen pazarlamanın (görünürlük yönetimi, aktif dinleme, topluluk oluşturma ve canlı iletişim) ağızdan ağıza pazarlama, marka bilinirliği ve satın alma niyeti üzerinde pozitif etkisinin olduğu sonucuna ulaşılmıştır. Oluşturulan hipotezlerden yalnızca "Bir firmanın canlı iletişiminin satın alma niyeti üzerinde pozitif yönde etkisi vardır." hipotezi desteklenememiştir. Yerli literatürümüzde konu ile ilgili sınırlı sayıda çalışmanın bulunması, yabancı literatürde ise konunun genelde nitel olarak ele alınmış olması ve nicel çalışmaların az sayıda olması çalışmanın literatür için önemini ortaya koymaktadır. Çalışmanın sonuçlarının ayrıca uygulayıcılar açısından bakıldığında, günümüz dijital çağın koşullarında işletmelere yol gösterip olumlu geri dönüşümler kazandırması noktasında önemli katkılar sağlayacağı düşünülmektedir.

Kaynakça

  • Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name, New York: The Free Press.
  • Ageeva, A. (2020). Using Inbound Marketing Strategy for Raising Brand Awareness on the Finnish Market; Case: Bee Smart City, (Bachelor’s thesis), Haaga-Helia University of Applied Sciences, Finlandiya.
  • Ahmad, N., Vveinhardt, J. ve Ahmed, R. R. (2014). Impact of Word of Mouth on Consumer Buying Decision, European Journal of Business and Management, 6(31), 394-404.
  • Alexandrov, A., Lilly, B. ve Babakus, E. (2013). The Effects of Social and Self Motives on the Intentions to Share Positive and Negative Word of Mouth, Journal of the Academy of Marketing Science, 41, 531-546.
  • Alhaddad, A. A. (2015). The Effect of Advertising Awareness on Brand Equity in Social Media, International Journal of e-Education, e-Business, e-Management and e-Learning, 5(2), 73-84.
  • Bataineh, A. Q. (2015). The Impact of Perceived E-WOM on Purchase Intention: The Mediating Role of Corporate Image, International Journal of Marketing Studies, 7(1), 126-137.
  • Berman, R. ve Katona, Z. (2013). The Role of Search Engine Optimization in Search Marketing, Marketing Science, 32(4), 644-651.
  • Bezhovski, Z. (2015). Inbound Marketing – A New Concept in Digital Business, International Scientific Conference of the Romanian – German University of Sibiu içinde (27-34 ss.).
  • Bîja, M. ve Balaş, R. (2014). Social Media Marketing to Increase Brand Awareness, Journal of Economics and Business Research, 2, 155-164.
  • Blanchard, A. L. ve Markus, M. L. (2002). Sense of Virtual Community-Maintaining the Experience of Belonging, Proceedings of the 35th Hawaii International Conference on System Sciences içinde (3566-3575 ss.), Los Alamitos, CA: IEEE.
  • Bleoju, G., Capatina, A., Rancati, E. ve Lesca, N. (2016). Exploring Organizational Propensity Toward Inbound-Outbound Marketing Techniques Adoption: The Case of Pure Players and Click and Mortar Companies, Journal of Business Research, 69(11), 5524-5528.
  • Büyüköztürk, Ş. (2002). Faktör Analizi: Temel Kavramlar ve Ölçek Geliştirmede Kullanımı, Kuram ve Uygulamada Eğitim Yönetimi, 32, 470-483.
  • Caragher, J. M., (2013). The Five Crucial Questions to Ask About Inbound Marketing, CPA Practice Management Forum, 9(10), 9-11.
  • Casas, L. F. (2015). Inbound Marketıng: The Impact of Visibility Management, Active Listening, and Community Building on Purchase Intention and Word-of-Mouth Intention, (Doctor of busıness admınıstratıon), H. Wayne Huizenga School of Business and Entrepreneurship Nova Southeastern University, Florida.
  • Cengiz, E. (2007). Kâr Amacı Gütmeyen Kurumlar Olarak Müzelerde Pazarlama Faaliyetleri: Pazarlama Karması Unsurlarının Müzelerde Müşteri Sadakatine Etkisine İlişkin Yapısal Bir Model Önerisi, (Yayınlanmamış doktora tezi), Karadeniz Teknik Üniversitesi, Trabzon.
  • Chang, H. H. ve Chen, S. W. (2008). The Impact of Online Store Environment Cues on Purchase Intention: Trust and Perceived Risk as a Mediator, Online Information Review, 32(6), 818-841.
  • Cheng, S., Lam, T. ve Hsu, C. H. C. (2006). Negative Word of Mouth Communication Intention: An Application of the Theory of Planned Behavior, Journal of Hospitality & Tourism Research, 30(1), 95-116.
  • Cheung, C. M. K., Lee, M. K. O. ve Thadani, D. R. (2009). The Impact of Positive Electronic Word-of-Mouth on Consumer Online Purchasing Decision, In World Summit on Knowledge Society içinde (501-510 ss.), Springer, Heidelberg Berlin.
  • Chi, H. K., Yeh, H. R. ve Yang, Y. T. (2009). The Impact of Brand Awareness on Consumer Purchase Intention: The Mediating Effect of Perceived Quality and Brand Loyalty, The Journal of International Management Studies, 4(1), 135-144.
  • Clark, H. H. ve Brennan, S. (1991). Grounding in Communication. Perspectives on Socially Shared Cognition, Washington: WA APA Books.
  • Cornen, L. (2018). To What Extent has Inbound Marketing Revolutionized the Customer Attraction, Engagement and Acquisition Processes, (Bachelor’s thesis), Helsinki Metropolia University of Applied Sciences, Finlandiya.
  • Dalzotto, D., Basso, K., Costa, C. ve Baseggio, H. W. (2016). The Impact of Affective and Cognitive Antecedents on Negative Word-of-Mouth Intentions, The International Review of Retail, Distiribution and Consumer Research, 26(4), 418-434.
  • Figl, K. ve Bauer, C. (2008). Online Active Listening and Media Competence, International Conference e-Learning içinde (207-214 ss.), Amsterdam, 22-25 July.
  • Gironda, J. T. ve Korgaonkar, P. K. (2014). Understanding Consumers’ Social Networking Site Usage, Journal of Marketing Management, 30(5-6), 571-605.
  • Goyette, I., Ricard, L., Bergeron, J. ve Marticotte, F. (2010). e-WOM Scale: Word-of-Mouth Measurement Scale for e-Services Context, Canadian Journal of Administrative Sciences, 27(1), 5-23.
  • Hall, S. (2017). Innovative B2B Marketing: New Models, Processes and Theory. 1st Ed., London: Kogan Page.
  • Halligan, B. (2019). “Inbound Marketing vs. Outbound Marketing”, Erişim adresi https://blog.hubspot.com/blog/tabid/6307/bid/2989/inbound-marketing-vs-outbound-marketing.aspx, (Erişim: 11.09.2020).
  • Harrison, L. M. (2014). Case Study on the First Time Use of a Webinar by a Small Marketing Firm, Professional Projects from the Collage of Journalism and Mass Communications, 1, 1-31.
  • Hennig-Thurau, T., Malthouse, E. C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A. ve Skiera, B. (2010).The Impact of New Media on Customer Relationships, Journal of Service Research,13(3),311-330.
  • Homburg, C., Klarmann, M. ve Schmitt, J. (2010). Brand Awareness in Business Markets: When is it Related to Firm Performance?, International Journal of Research in Marketing, 27, 201-212.
  • Hsu, H. ve Wang, S. (2008). The Use of Webinar Tool (Elluminate) to Support Training: The Effects of Webinar-Learning Implementation from Student Trainers’ Perspective, Journal of Interactive Online Learning, 7(3), 175-194.
  • Huang, C. Y., Chou, C. J. ve Lin, P. C. (2010). Involvement Theory in Constructing Bloggers’ Intention to Purchase Travel Products, Tourism Management, 31, 513-526.
  • HupSpot, (2020). “What is Inbound Marketing”, Erişim adresi https://www.hubspot.com/inbound-marketing, (Erişim: 01.09.2020).
  • Hutter, K., Hautz, J., Dennhardt, S. ve Füller, J. (2013). The Impaact of User Interactions in Social Media on Brand Awareness and Purchase Intention: The Case of MINI on Facebook, Journal of Product & Brand Management, 22(5/6), 342-351.
  • Islam, J. U. ve Rahman, Z. (2016). Linking Customer Engagement to Trust and Word-of-Mouth on Facebook Brand Communities: An Emprical Study, Journal of Internet Commerce, 15(1), 40-58.
  • Jalilvand, M. R., Samiei, N. ve Mahdavinia, S. H. (2011). The Effect of Brand Equity Components on Purchase Intention: An Application of Aaker’s Model in the Automobile Industry, International Business and Management, 2(2), 149-158.
  • Jalilvand, M. R. ve Samiei, N. (2012). The Effect of Electronic Word of Mouth on Brand Image and Purchase Intention: An Emprical Study in the Automobile Industry in Iran, Marketing Intelligence & Planning, 30(4), 460-476.
  • Jonsdottir, I. J. ve Fridriksdottir, K. (2020). Active Listening: Is it the Forgotten Dimension in Managerial Communication?, International Journal of Listening, 34(3), 178-188.
  • Jorgensen, G. (2012). Social Media Basics for Orthodontists, American Journal of Orthodontics and Dentofacial Orthopedics, 141(4), 510-515.
  • Kapp, K. M. ve Wingate, L. (2012). Designing, Marketing, and Delivering an Effective Webinar: Guidelines Based on Research and Practice, Journal of Applied Learning Technology, 2(3), 16-22.
  • Keller, K. L. (2001). Building Customer-Based Brand Equity: Creating Brand Resonance Requires Carefully Sequenced Brand Building Efforts, Marketing Management, 10(2), 15-19.
  • Keller, K. L. (2008). Strategic Branding Management: Building, Measuring, and Managing Brand Equity, 3rd Ed., Upper Saddle River: Prentice Hall.
  • Khan, S. A., Ramzan, N., Shoaib, M. ve Mohyuddin, A. (2015). Impact of Word of Mouth on Consumer Purchase Intention, Sci. Int. (Lahore), 27(1), 479-482.
  • Kietzmann, J. H., Hermkens, K., McCarthy, I. P. ve Silvestre, B. S. (2011). Social Media? Get Serious! Understanding the Functional Building Blocks of Social Media, Business Horizons, 54(3), 241-251.
  • Killian, R. D. (2011). The Effects of Relationship Selling Behaviors and Their Influence on Sales Performance, (Doctor of business administration), Alliant International University, San Diego.
  • Kim, J. ve Lennon, S. J. (2013). Effects of Reputation and Website Quality on Online Consumers’ Emotion, Perceived Risk and Purchase Intention: Based on the Stimulus-Organism-Response Model, Journal of Research in Interactive Marketing, 7(1), 33-56.
  • Kim, J. B., Albuquerque, P. ve Bronnenberg, B. J. (2011). Mapping Online Customer Search, Journal of Marketing Research, 48(1), 13-27.
  • Kim, J., Lee, H. C. ve Kim, H. J. (2004). Factors Affecting Online Search Intetntion and Online Purchase Intention, Seoul Journal of Business, 10(2), 27-48.
  • King, R. C., Schilhavy, R. A. M., Chowa, C. ve Chin, W. W. (2016). Do Customers Identify with our Website? The Effects of Website Identification on Repeat Purchase Intention, International Journal of Electronic Commerce, 20(3), 319-354.
  • Kline, P. (1994). An Easy Guide to Factor Analysis, New York: Routledge.
  • Kouchesfahani, M. M., Jalili, M. ve Noraei, M. (2019). Effect of Inbound Marketing Factors on Marketing Performance: The Case of Restaurant and Catering Industry in Rasht with an Emphasis on Restaurants with Gilaki Names, International Journal of Agricultural Management and Development, 9(4), 363-378.
  • Kozinets, R. V., Valck, K., Wojnicki, A. C. ve Wilner, S. J. S. (2010). Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities, Journal of Marketing, 74(2), 71-89.
  • Kriplean, T., Beschastnikh, I., McDonald, D. W. ve Golder, S. A. (2007). Community, Consensus, Coercion, Control: CS*W or How Policy Mediates Mass Participation, In Proceedings of the 2007 International ACM Conference on Supporting Group Work içinde (167-176 ss.).
  • Kruckeberg, D. ve Starck, K. (2004). The Role and Ethics of Community Building for Consumer Products and Services, Journal of Promotion Management, 10(1-2), 133-146.
  • Kuo, Y. F., Hu, T. L. ve Yang, S. C. (2013). Effects of Inertia and Satisfaction in Female Online Shoppers on Repeat-Purchase Intention: The Moderating Roles of Word-of-Mouth and Alternative Attraction, Managing Service Quality, 23(3), 168-187.
  • Langaro, D., Rita, P. ve Salgueiro, M. F. (2018). Do Social Networking Sites Contribute for Building Brands? Evaluating the Impact of Users’ Participation on Brand Awareness and Brand Attitude, Journal of Marketing Communications, 24(2), 146-168.
  • Lin, C. O. Y. ve Yazdanifard, R. (2014). How Google’s New Algorithm, Hummingbird, Promotes Content and Inbound Marketing, American Journal of Industrial and Business Management, 4, 51-57.
  • Lo, S. G. (2012). Consumer Decisions: The Effect of Word-of-Mouth, International Journal of Organizational Innovation, 4(3), 188-196.
  • Lusch, R. F. ve Vargo, S. L. (2009). Service-Dominant Logic – A Guiding Framework for Inbound Marketing, Marketing Review St. Gallen, 26(6), 6-10.
  • Mäenpää, R. (2018). Inbound Marketing GTM-Plan: Case Ficolo LTD, Finlandiya: Satakunta University of Applied Sciences Degree Programme in International Trade.
  • Maisam, S. ve Mahsa, R. D. (2016). Positive Word of Mouth Marketing: Explaining the Roles of Value Congruity and Brand Love, Journal of Competitiveness, 8(1), 19-37.
  • Malik, M. E., Ghafoor, M. M., Iqbal, H. K., Riaz, U., Hassan, N., Mustafa, M. ve Shahbaz, S. (2013). Importance of Brand Awareness and Brand Loyalty in Ssessing Purchase Intentions of Consumer, International Journal of Business and Social Science, 4(5), 167-171.
  • Martín, H. S. ve Herrero, A. (2012). Influence of the User’s Psychological Factors on the Online Purchase Intention in Rural Tourism: Integrating Innovativeness to the UTAUT Framework, Tourism Management, 33, 341-350.
  • McAlexander, J. H., Schouten J. W. ve Koenig, H. F. (2002). Building Brand Community, Journal of Marketing, 66(1), 38-54.
  • Moran, M. ve Hunt, B. (2008). Search Engine Marketing, Inc.: Driving Search Traffic to Your Company’s Web Site, New Jersey: Pearson Education.
  • Opreana, A. ve Vinerean, S. (2015). A New Development in Online Marketing: Introducing Digital Inbound Marketing, Expert Journal of Marketing, 3(1), 29-34.
  • Özdamar, K. (2002). Paket Programlarla İstatistiksel Veri Analizi-1, 4. Baskı, Eskişehir: Kaan Kitabevi.
  • Palmer, J., Eidson, V., Haliemun, C. ve Wiewel, P. (2011). Predictors of Positive and Negative Word of Mouth of University Students: Strategic Implications for Institutions of Higher Education, International Journal of Business and Social Science, 2(7), 59-62.
  • Patrutiu-Baltes, L. (2016). Inbound Marketing – The Most Important Digital Marketing Strategy, Bulletin of the Transilvania University of Braşov, Economic Sciences. Series V. 9(2), 61-68.
  • Podnar, K. ve Javernik, P. (2012). The Effect of Word of Mouth Consumers’ Attitudes Toward Products and Their Purchase Probability, Journal of Promotion Management, 18(2), 145-168.
  • Popova, E. (2019). Raising Brand Awareness Through Inbound Marketing in B2B Sales on the Russian Market, (Bachelor’s thesis), Lahtı University of Applied Sciences, Finlandiya.
  • Raatikainen, L. (2018). Measuring Inbound Marketing, (Bachelor’s thesis), Haaga-Helia University of Applied Sciences, Finlandiya.
  • Ramos, A. ve Cota, S. (2008). Search Engine Marketing, New York: McGraw-Hill Professionals.
  • Rana, J. ve Paul, J. (2017). Consumer Behavior and Purchase Intention for Organic Food: A Review and Research Agenda, Journal of Retailing and Consumer Services, 38, 157-165.
  • Royo-Vela, M. ve Hünermund, U. (2016). Effects of Inbound Marketing Communications on HEIs’ Brand Equity: The Mediating Role of the Student’s Decision-Making Process. An Exploratory Research, Journal of Marketing for Higher Education, 26(2), 143-167.
  • Saleem, A., Ghafar, A., Ibrahim, M., Yousuf, M. ve Ahmed, N. (2015). Product Perceived Quality and Purchase Intention with Consumer Satisfaction, Global Journal of Management and Business Research: E Marketing, 15(1), 21-27.
  • Sam, M. F. M. ve Tahir, M. N. H. (2009). Website Quality and Consumer Online Purchase Intention of Air Ticket, International Journalof Basic & Applied Sciences, 9(10), 4-9.
  • Sasmita, J. ve Suki, N. M. (2015). Young Consumers’ Insights on Brand Equity. Effects of Brand Association, Brand Loyalty, Brand Awareness, and Brand Image, International Journal of Retail & Distribution Management, 43(3), 276-292.
  • Schau, H. J., Muniz, A. M. ve Arnould, E. J. (2009). How Brand Community Practices Create Value, Journal of Marketing, 73(5), 30-51.
  • Silverman, G. (2011). Secrets of Word-of-Mouth Marketing: How to Trigger Exponential Sales Through Runaway Word of Mouth, 2nd Ed., Amacom Books.
  • So, K. K. F., Wu, L., Xiong, L. ve King, C. (2017). Brand Management in the Era of Social Media: Social Visibility of Consumption and Customer Brand Identification, Journal of Travel Research, 57(6),727-742.
  • Son, J. (2015). Consumers in an Online Brand Community: Uses and Gratifications, Social Capital, and Brand Loyaty, (Doctor of philosophy), Iowa State University, Ames Iowa USA.
  • Talola, T. (2013). Inbound Marketing in Practice Case Study, (Master’s thesis), Lainaaja.fi Turun Yliopisto University of Turku, Finlandiya.
  • Thompson, B. (2004). Exploratory and Confirmatory Factor Analysis: Understanding Concepts and Applications. Washington DC: American Psychological Association.
  • Toksarı, M. ve Mürütsoy, M. (2017). Inbound Pazarlama Uygulamaları ile Pazarlama Performansı Üzerindeki İlişkinin Ortaya Çıkarılmasına Yönelik Bir Araştırma, İnsan ve Toplum Bilimleri Araştırmaları Dergisi, 6(2), 921-939.
  • Topor, D. R. ve Budson, A. E. (2020). Twelve Tips to Present an Effective Webinar, Medical Teacher, 42(11), 1216-1220.
  • Tritama, H. B. ve Tarigan, R. E. (2016). The Effect of Social Media to the Brand Awareness of a Product of a Company, International Journal of Communication & Information Technology, 10(1), 9-14.
  • Trusov, M., Bucklin, R. E. ve Pauwels, K. (2009). Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking Site, Journal of Marketing, 73(5), 90-102.
  • Uen, J. F., Peng, S. P., Chen, S. Y. ve Chien, S. H. (2011). The Impact of Word of Mouth on Organizational Attractiveness, Asia Pacific Management Review, 16(3), 239-253.
  • Wang, F. ve Vaughan, L. (2014). Firm Web Visibility and its Business Value, Internet Research, 24(3), 292-312.
  • Wang, X. ve Yang, Z. (2010). The Effect of Brand Credibility on Consumers’ Brand Purchase Intention in Emerging Economies: The Moderating Role of Brand Awareness and Brand Image, Journal of Global Marketing, 23(3), 177-188.
  • Weger, Jr. H., Bell, G. C., Minei, E. M. ve Robinson, M. C. (2014). The Relative Effectiveness of Active Listening in Initial Interactions, International Journal of Listening, 28(1), 13-31.
  • Yalçın, N. ve Köse, U. (2010). What is Search Engine Optimization: SEO?, Procedia Social and Behavioral Sciences, 9, 487-493.
  • Yaşlıoğlu, M. M. (2017). Sosyal Bilimlerde Faktör Analizi ve Geçerlilik: Keşfedici ve Doğrulayıcı Faktör Analizlerinin Kullanılması, Istanbul University Journal of School of Business, 46(Özel Sayı), 74-85.
  • Yıldız, S. (2017). Effects of Guerrilla Marketing on Brand Awareness and Consumers’ Purchase Intention, Global Journal of Economics and Business Studies, 6(12), 177-185.
  • Zamil, A. M. (2011). The Impact of Word of Mouth (WOM) on the Purchasing Decision of the Jordanian Consumer, Research Journal of International Studies, 20, 24-29.
  • Zhang, M., Qin, F., Wang, G. A. ve Luo, C. (2020). The Impact of Live Video Streaming on Online Purchase Intention, The Service Industries Journal, 40(9-10), 656-681.
  • Zilincan, J. (2015). “Search Engine Optimizition”, CBU International Conference on Innovation, Technology and Education March 25-27 Prague, 3, 506-510.
Toplam 98 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm İktisadi ve İdari Bilimler
Yazarlar

Ahmet Kırmızıbiber 0000-0002-8528-1600

Salih Yıldız 0000-0002-1002-5960

Yayımlanma Tarihi 19 Ocak 2023
Gönderilme Tarihi 30 Eylül 2022
Yayımlandığı Sayı Yıl 2023 Cilt: 33 Sayı: 1

Kaynak Göster

APA Kırmızıbiber, A., & Yıldız, S. (2023). GELEN PAZARLAMANIN AĞIZDAN AĞIZA PAZARLAMA, MARKA BİLİNİRLİĞİ VE SATIN ALMA NİYETİ ÜZERİNDEKİ ETKİSİ. Fırat Üniversitesi Sosyal Bilimler Dergisi, 33(1), 233-250. https://doi.org/10.18069/firatsbed.1182416