Developing Customer Trust in E-Commerce Using Inbound Marketing Strategies
Marius Geru and
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Adrian Micu: Dunarea de Jos University of Galati, Romania
Marius Geru: Transilvania University of Brasov, Romania
Angela-Eliza Micu: Ovidius University of Constanta, Romania
Risk in Contemporary Economy, 2017, 522-531
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.
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Persistent link: https://EconPapers.repec.org/RePEc:ddj:fserec:y:2017:p:522-531
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