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Developing Customer Trust in E-Commerce Using Inbound Marketing Strategies

Author

Listed:
  • Adrian MICU

    (Dunarea de Jos University of Galati, Romania)

  • Marius GERU

    (Transilvania University of Brasov, Brasov, Romania)

  • Angela-Eliza MICU

    (Ovidius University of Constanta, Romania)

Abstract

Developing a new argument that digital content is a factor for inbound marketing campaigns is redundant, considering there are numerous papers in the relevant literature. The aim of this paper is to use FsQCA to demonstrate the direct implications of quality content as a trust factor on the acquisition of search engine traffic. Concluding on strategies to build customer confidence in e-commerce, based on educative and representative content on a particular niche. In this research, we've analyzed 18 causal conditions collected from different online references to reach the outcome. These findings can help marketing managers to develop strategies to attract a relevant audience for e-commerce websites.

Suggested Citation

  • Adrian MICU & Marius GERU & Angela-Eliza MICU, 2017. "Developing Customer Trust in E-Commerce Using Inbound Marketing Strategies," Proceedings RCE 2017, Editura Lumen, vol. 0, pages 522-531, November.
    • Handle: RePEc:lum:progal:v::y:2017:i::p:522-531
    DOI: https://doi.org/10.18662/lumproc.rce2017.1.45
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    References listed on IDEAS

    as
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    Cited by:

    1. Cristinel CONSTANTIN & Adrian MICU, 2018. "A benchmarking analysis of the economic development in Romania and Czech Republic," Risk in Contemporary Economy, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, pages 76-85.

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    More about this item

    Keywords

    Inbound marketing; e-commerce; FsQCA; qualitative analysis; search engine optimization. Title of Book: Risk in Contemporary Economy;
    All these keywords.

    JEL classification:

    • A23 - General Economics and Teaching - - Economic Education and Teaching of Economics - - - Graduate

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