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The Impact of Inbound Marketing on Digital Consumer Behavior in Algeria

Author

Listed:
  • Telilani Ghozlan

    (University of Skikda, Algeria)

  • Boutedja Djamel

    (University of Skikda, Algeria)

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.

Suggested Citation

  • Telilani Ghozlan & Boutedja Djamel, 2024. "The Impact of Inbound Marketing on Digital Consumer Behavior in Algeria," Studia Universitatis Babeș-Bolyai Oeconomica, Sciendo, vol. 69(1), pages 37-53.
    • Handle: RePEc:vrs:subboe:v:69:y:2024:i:1:p:37-53:n:1003
    DOI: 10.2478/subboec-2024-0003
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    References listed on IDEAS

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    1. Rosenbaum, Mark S. & Otalora, Mauricio Losada & Ramírez, Germán Contreras, 2017. "How to create a realistic customer journey map," Business Horizons, Elsevier, vol. 60(1), pages 143-150.
    2. Alin OPREANA & Simona VINEREAN, 2015. "A New Development in Online Marketing: Introducing Digital Inbound Marketing," Expert Journal of Marketing, Sprint Investify, vol. 3(1), pages 29-34.
    3. Mariana Juganaru & Razvan Andronache & Ruxandra Florentina Mihutiu (Firica), 2021. "Using Digital Marketing to Study Customer Behavior," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 773-778, December.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Inbound Marketing; Consumer Behavior; startups; Loyalty; Digitalization;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • M13 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - New Firms; Startups

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