Recognition of Digital Content Needs for Inbound Marketing Solutions

Sigitas Davidavičius () and Tadas Limba
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Sigitas Davidavičius: Department of Public Governance and Business, Mykolas Romeris University, LT-08303 Vilnius, Lithuania
Tadas Limba: Department of Public Governance and Business, Mykolas Romeris University, LT-08303 Vilnius, Lithuania

Social Sciences, 2022, vol. 11, issue 8, 1-11

Abstract: The paper aims to investigate users’ behavior regarding inbound marketing while consuming content, in particular, to reveal the source of the reasons and triggers affecting content need in the case of long-consumption products. In the theoretical part of the article, the literature analysis is conducted in order to build a theoretical background. The variety of theories of content values as well as users’ decision-making processes are analyzed, and a conceptual view of the origins of content need is formed, which states that the need for a specific type of content emerges under the conditions of the consumer’s experienced gap of information or knowledge when in the stages of the buying model. In order to test this hypothesis, empirical research—the survey—was conducted. The main conclusion is that the decision-to-buy model makes a significant impact on the gap experienced by the consumer of the content and has the potential to be used to reveal the need for different content types in terms of its purposes.

Keywords: inbound marketing; content marketing; consumer behavior; web content; digital content; content needs (search for similar items in EconPapers)
JEL-codes: A B N P Y80 Z00 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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