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Developing Customer Trust in E-Commerce Using Inbound Marketing Strategies

Adrian Micu (), Marius Geru () and Angela-Eliza Micu ()
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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

Proceedings RCE 2017, 2017, 522-531

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.

Keywords: Inbound marketing; e-commerce; FsQCA; qualitative analysis; search engine optimization. Title of Book: Risk in Contemporary Economy (search for similar items in EconPapers)
JEL-codes: A23 (search for similar items in EconPapers)
Date: 2017
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