The Impact of Digital Inbound Marketing on Digital Marketing Performance
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Customer loyalty is often seen as one of the decisive factors in determining the fate of organizations. In the age of digitization, organizations should think of advanced strategies to increase their competitiveness and market share by employing the potential of digital content and enhancing their digital capabilities. Recently, many digital media have appeared available to organizations to build their brand, reach their target customers and retain them, and promote their products. Digital media represented a real revolution that made it difficult for organizations to survive in the business environment without investing in these means. Therefore, the aim of the study is twofold: 1) to explore the effects of digital content marketing and digital marketing capabilities on digital marketing success; 2) to investigate the impact of digital marketing success on customer loyalty. This research was conducted on a sample of online restaurant customers through a questionnaire distributed to 187 customers. IBM SPSS 25.0 and AMOS 22.0 were used as the main programs for analysing the collected data from 165 online restaurant customers. Structural equation modelling was applied to test the research’s hypothesized effects. The results indicated that digital content marketing and digital marketing capabilities had significant effects on digital marketing success based on the perspectives of online restaurant customers in Jordan. Moreover, digital marketing success substantially impacted customer loyalty of online restaurant customers in Jordan. It was concluded that for organizations to ensure a positive effect of digital marketing on customer loyalty, more attention should be paid to critical factors such as digital content and digital capabilities. The study calls for researchers to explore more factors affecting the success of digital marketing. It informs marketing managers that customer loyalty in the digitization era depends on the ability to create, communicate and deliver digital content using digital technologies and the quality of digital content and capabilities that deliver customer value.
Customer loyalty is often seen as one of the decisive factors in determining the fate of organizations. In the age of digitization, organizations should think of advanced strategies to increase their competitiveness and market share by employing the potential of digital content and enhancing their digital capabilities. Recently, many digital media have appeared available to organizations to build their brand, reach their target customers and retain them, and promote their products. Digital media represented a real revolution that made it difficult for organizations to survive in the business environment without investing in these means. Therefore, the aim of the study is twofold: 1) to explore the effects of digital content marketing and digital marketing capabilities on digital marketing success; 2) to investigate the impact of digital marketing success on customer loyalty. This research was conducted on a sample of online restaurant customers through a questionnaire distributed to 187 customers. IBM SPSS 25.0 and AMOS 22.0 were used as the main programs for analysing the collected data from 165 online restaurant customers. Structural equation modelling was applied to test the research’s hypothesized effects. The results indicated that digital content marketing and digital marketing capabilities had significant effects on digital marketing success based on the perspectives of online restaurant customers in Jordan. Moreover, digital marketing success substantially impacted customer loyalty of online restaurant customers in Jordan. It was concluded that for organizations to ensure a positive effect of digital marketing on customer loyalty, more attention should be paid to critical factors such as digital content and digital capabilities. The study calls for researchers to explore more factors affecting the success of digital marketing. It informs marketing managers that customer loyalty in the digitization era depends on the ability to create, communicate and deliver digital content using digital technologies and the quality of digital content and capabilities that deliver customer value.
This study aims to test the impact of digital marketing strategy as an antecedent on customer outcomes (customer satisfaction, customer engagement, and customer loyalty) and the impact of these three outcomes on organizational outcomes. Twenty-five items are used to measure research variables. These items are developed referring to previous related works: digital marketing strategy, customer satisfaction, customer engagement, customer loyalty, and organizational outcomes. According to the research budget and time constraints, a convenience sampling method was implemented in the data collection process. This study applied structural equation modeling (SEM) to test the research hypotheses through AMOS software.The authors conducted a questionnaire to collect data from a sample of marketing practitioners selected from 10 organizations with a total number of 200 respondents. The total number of returned questionnaires is 187 responses. Eleven questionnaires are excluded due to invalid responses. Thus, 176 questionnaires are used to carry out data analysis. The results underline the significant effects of customer satisfaction, engagement, and loyalty on organizational outcomes. The authors noted that customer satisfaction is the most affected outcome by digital marketing strategy, followed by customer engagement and customer loyalty. Additionally, customer loyalty has the greatest effect on organizational outcomes, followed by customer satisfaction and customer loyalty. The findings showed that enhancing organizational outcomes requires marketing managers consider customer outcomes such as customer satisfaction, customer engagement, and customer loyalty, which are affected by marketing strategies. Marketing managers are requested to pay great attention to their marketing strategy, considering its effects on customer satisfaction and other customer outcomes, like customer engagement and loyalty. Likewise, scholars are required to re-test the current model to identify the mediating role of the outcomes mentioned above in the effect of marketing strategy on organizational outcomes.
The study aims to explore the effect of marketing 5.0 on marketing performance. Marketing 5.0 was conceptualized using three dimensions: predictive marketing, contextual marketing, and augmented reality marketing. This study uses a questionnaire to collect data from a sample of employees working in marketing departments in 25 furniture stores. Eight employees were selected based on their managers’ recommendations regarding employee knowledge of digital marketing. The total number of the sample is 200 participants. Data were collected using a questionnaire designed as a five-point Likert scale. A total of 190 questionnaires were returned valid for data analysis. The results revealed that both contextual and augmented marketing significantly affect marketing performance. In contrast, predictive marketing exerts no significant effect on marketing performance. The above results concluded that enhancing marketing performance requires advanced human-oriented technologies. These technologies transform customers from traditional marketing environments into real-world environments by collecting and analyzing real-time customer data during the shopping process at sale points to affect customer behavioral intention and purchasing decisions. Theoretically, this study enriches the literature on marketing 5.0 by investigating the effects of three related kinds of marketing (predictive marketing, contextual marketing, and augmented marketing) on marketing performance. It provides researchers with a theory based upon which they could develop new models to examine the effects of marketing 5.0 on marketing outcomes. Empirically, the study shows that augmented marketing in the marketing 5.0 era is the most significant. It could be used to enhance the customer shopping ex
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