Inbound marketing and online purchase intention: A PLS-SEM approach in the cleaning products industry
DOI:
https://doi.org/10.5281/zenodo.15307475Keywords:
e-commerce, consumer behavior, digital marketingAbstract
This study analyzes the impact of inbound marketing (IM) strategies on online purchase intention (IP) among consumers of cleaning products. A non-experimental, cross-sectional approach was adopted, applying partial least squares structural equation modeling (PLS-SEM). Data were collected through online surveys with 675 customers of five companies in the sector. The results demonstrate that inbound marketing exerts a significant influence on attitude toward behavior (ATB) and, to a lesser extent, on subjective norms (SN), both determinants of online purchase intention. Furthermore, the study concludes that inbound marketing improves the perceived value of the product and strengthens consumer trust through personalized content strategies.
Downloads
References
Ajzen, I., & Fishbein, M. (1970). The prediction of behavior form attitudinal and normative variables. Journal of Experimental Social Psychology, 6, 466-487. https://doi.org/10.1016/0022-1031(70)90057-0
An Ngo, T. T., Thanh Bui, C., Long Chau, H. K., & Nguyen Phuc, N. T. (2023). The effects of social media live streaming commerce on Vietnamese Generation Z consumers’ purchase intention. Innovative Marketing, 19(4), 269-283. https://doi.org/10.21511/im.19(4).2023.22
Baek, H., & Kim, K. (2022). An exploratory study of consumers’ perceptions of product types and factors affecting purchase intentions in the subscription economy: 99 subscription business cases. Behavioral Sciences, 12(6), 179. https://doi.org/10.3390/bs12060179
Bashynska, I., Lytovchenko, I., & Kharenko, D. (2019). Sales tunnels in messengers as new technologies for effective internet-marketing in tourism and hospitality. International Journal of Innovative Technology and Exploring Engineering, 8(12), 594-598. https://doi.org/10.35940/ijitee.L3470.1081219
Baytar, F., Chung, T. D., & Shin, E. (2020). Evaluating garments in augmented reality when shopping online. Journal of Fashion Marketing and Management: An International Journal, 24(4), 667-683. https://doi.org/10.1108/JFMM-05-2018-0077
Bermúdez, H. J., & Duque-Oliva, E. J. (2022). Influencia de los marcos promocionales de ganancia en las decisiones de compra de consumidores de detergente en tienda online: un aporte experimental en el canal de la COVID-19. Innovar, 33(87), 139-156. https://doi.org/10.15446/innovar.v33n87.105514
Bilal, M., Zhang, Y., Cai, S., Akram, U., & Halibas, A. (2024). Artificial intelligence is the magic wand making customer-centric a reality! An investigation into the relationship between consumer purchase intention and consumer engagement through affective attachment. Journal of Retailing and Consumer Services, 77, 103674. https://doi.org/10.1016/j.jretconser.2023.103674
Büyükdağ, N., Soysal, A. N., & Ki̇tapci, O. (2020). The effect of specific discount pattern in terms of price promotions on perceived price attractiveness and purchase intention: An experimental research. Journal of Retailing and Consumer Services, 55, 102112. https://doi.org/10.1016/j.jretconser.2020.102112
Campos-Dávila, J. E., Choque-Yarasca, C. L., Olmos, D., & Uribe, Y. C. (2024). Estrategias de transformación digital en empresas tradicionales. Revista Venezolana de Gerencia, 29(105), 289-302. https://doi.org/10.52080/rvgluz.29.105.19
Chandra, A. (2019). Market simulation in present scenario. International Journal of Recent Technology and Engineering, 8(2S4), 712-715. https://doi.org/10.35940/ijrte.B1142.0782S419
Garzon, C., Forero Molina, S. C., Pineda Rios, W. D., & Lopera Marin, A. (2021). Influencia de los anuncios publicitarios en redes sociales en la respuesta emocional y la intención de compra de bebidas lácteas funcionales. Interdisciplinaria Revista de Psicología y Ciencias Afines, 38(2), 167-182. https://doi.org/10.16888/interd.2021.38.2.11
Halligan, B., & Shah, D. (2010). Inbound Marketing. John Wiley & Sons, Inc.
Kannan, P. K., & Li, H. (2017). Digital marketing: A framework, review and research agenda. International Journal of Research in Marketing, 34(1), 22-45. https://doi.org/10.1016/j.ijresmar.2016.11.006
Kędzierska-Szczepaniak, A., & Minga, Z. (2022). Content marketing as an innovative solution for crowdfunding platforms—The example of Patronite platform. Procedia Computer Science, 207, 4318-4327. https://doi.org/10.1016/j.procs.2022.09.495
Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0 (1ra edición). Almuzara
Makmor, N., Masukujjaman, M., Mohamed Makhbul, Z. K., Ali, M. H., Al Mamun, A., & Alam, S. S. (2023). Integrating the social support theory and technology acceptance model of social commerce websites. Revista Galega de Economía, 1-24. https://doi.org/10.15304/rge.32.2.8558
Moslehpour, M., Ismail, T., Purba, B., & Wong, W.-K. (2021). What makes GO-JEK go in Indonesia? The influences of social media marketing activities on purchase intention. Journal of Theoretical and Applied Electronic Commerce Research, 17(1), 89-103. https://doi.org/10.3390/jtaer17010005
Nekmahmud, Md., Naz, F., Ramkissoon, H., & Fekete-Farkas, M. (2022). Transforming consumers’ intention to purchase green products: Role of social media. Technological Forecasting and Social Change, 185, 122067. https://doi.org/10.1016/j.techfore.2022.122067
Onofrei, G., Filieri, R., & Kennedy, L. (2022). Social media interactions, purchase intention, and behavioural engagement: The mediating role of source and content factors. Journal of Business Research, 142, 100-112. https://doi.org/10.1016/j.jbusres.2021.12.031
Park, C. W., Sutherland, I., & Lee, S. K. (2021). Effects of online reviews, trust, and picture-superiority on intention to purchase restaurant services. Journal of Hospitality and Tourism Management, 47, 228-236. https://doi.org/10.1016/j.jhtm.2021.03.007
Paun, C., Ivascu, C., Olteteanu, A., & Dantis, D. (2024). The main drivers of e-commerce adoption: A global panel data analysis. Journal of Theoretical and Applied Electronic Commerce Research, 19(3), 2198-2217. https://doi.org/10.3390/jtaer19030107
Pratama, A. A. N., Hamidi, M. L., & Cahyono, E. (2023). The effect of halal brand awareness on purchase intention in indonesia: The mediating role of attitude. Cogent Business & Management, 10(1), 2168510. https://doi.org/10.1080/23311975.2023.2168510
Raza, S. H., & Zaman, U. (2021). Effect of cultural distinctiveness and perception of digital advertising appeals on online purchase intention of clothing brands: Moderation of gender egalitarianism. Information, 12(2), 72. https://doi.org/10.3390/info12020072
Roy, G., Datta, B., & Basu, R. (2017). Trends and future directions in online marketing research. Journal of Internet Commerce, 16(1), 1-31. https://doi.org/10.1080/15332861.2016.1258929
Schiffman, L., Lazar, L., & Wisenblit, J. (2010). Comportamiento del consumidor (10ma edición). Pearson Educación de México.
Triani, M. R., & Siregar, O. M. (2022). Implementation of digital inbound marketing as an integrated marketing communication strategy in maintaining customer loyalty during the Covid-19 pandemic at Rumah Sehat Walet Puti Medan. Proceedings of the 4th International Conference on Social and Political Development, 134-137. https://doi.org/10.5220/0011558500003460
Türkeș, M. C. (2024). Driving success: Unveiling the synergy of e-marketing, sustainability, and technology orientation in online SME. Journal of Theoretical and Applied Electronic Commerce Research, 19(2), 1411-1441. https://doi.org/10.3390/jtaer19020071
Vasquez-Reyes, B., Bravo-Martinez, F., Coral-Morante, J., & Cordova-Buiza, F. (2023). Inbound marketing strategy on social media and the generation of experiences in fast food consumers. Innovative Marketing, 19(2), 143-154. https://doi.org/10.21511/im.19(2).2023.12
Veiga, C. P. D., Veiga, C. R., Silva, J. D. S., Iorio, L. F., & Su, Z. (2024). E-commerce in Brazil: An in-depth analysis of digital growth and strategic approaches for online retail. Journal of Theoretical and Applied Electronic Commerce Research, 19(2), 1559-1579. https://doi.org/10.3390/jtaer19020076
Vo Minh, S., Nguyen Huong, G., & Dang Nguyen Ha, G. (2022). The role of social brand engagement on brand equity and purchase intention for fashion brands. Cogent Business & Management, 9(1), 2143308. https://doi.org/10.1080/23311975.2022.2143308
Wathanakom, N. (2023). A causal model of health consciousness, perception of risk and benefits, social influence, and attitude on the intention to purchase vitamins and nutritional supplements by generation y consumers. Journal of Law and Sustainable Development, 11(7), e754. https://doi.org/10.55908/sdgs.v11i7.754
Widayat, W., Azis, N., Kumala Sari, H., Warsono, W., & Masudin, I. (2023). Determinants of consumer purchasing behavior toward Korean cosmetic products: Evidence from Indonesia. Innovative Marketing, 19(2), 129-142. https://doi.org/10.21511/im.19(2).2023.11
Zhang, X., Shao, C., Wang, B., Huang, S., & Yang, X. (2022). Car purchase intention modeling in the context of Covid-19: An integrated analysis of impact range and impact asymmetry. 9401386, 15. https://doi.org/10.1155/2022/9401386
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution 4.0 International License.
The journal is licensed under the Attribution License (CC BY), allowing the possibility of copying, distributing, displaying, and producing derivative works, as long as the author is acknowledged and cited.
