En marknadsföringsguide till Inbound Marketing - En kvantitativ enkätstudie om konsumenters självrapporterade upplevelser av marknadsföringsstrategier i relation till högengagemangsprodukter online.
(2021) SKOK11 20211Department of Strategic Communication
- Abstract (Swedish)
- En marknadsföringsguide till Inbound Marketing
En kvantitativ enkätstudie om konsumenters självrapporterade upplevelser av marknadsföringsstrategier i relation till högengagemangsprodukter online.
Det primära syftet med studien var att undersöka hur marknadsföringskonceptet Inbound Marketing påverkar det digitala konsumentbeteendet i relation till högengagemangsprodukter. För att besvara studiens syfte formulerades en forskningsfråga som ämnade att undersöka vilken av strategierna som har störst betydande och positiva samband på det digitala konsumentbeteendet. Vidare antog studien en deskriptiv kvantitativ forskningsdesign och samlade in det empiriska materialet genom en enkätundersökning där respondenterna angav självrapporterade... (More) - En marknadsföringsguide till Inbound Marketing
En kvantitativ enkätstudie om konsumenters självrapporterade upplevelser av marknadsföringsstrategier i relation till högengagemangsprodukter online.
Det primära syftet med studien var att undersöka hur marknadsföringskonceptet Inbound Marketing påverkar det digitala konsumentbeteendet i relation till högengagemangsprodukter. För att besvara studiens syfte formulerades en forskningsfråga som ämnade att undersöka vilken av strategierna som har störst betydande och positiva samband på det digitala konsumentbeteendet. Vidare antog studien en deskriptiv kvantitativ forskningsdesign och samlade in det empiriska materialet genom en enkätundersökning där respondenterna angav självrapporterade svar. De empiriska resultaten visade på ett flertal signifikanta samband varav den oberoende variabeln SEO hade det starkaste betydande positiva sambandet med den beroende variabeln. Studiens resultat indikerade att variablerna Email Marketing och Influencer Marketing också hade en betydande effekt på det digitala konsumentbeteendet. Det generella resultatet kring digitalt konsumentbeteende kan tillhandahålla företag information och ge en inblick från konsumentens perception när det kommer till marknadsföring i digitala kanaler. Vidare diskuterades upptäckten av kommunikativa faktorer som kan vara viktiga att ta hänsyn till vid utformandet av marknadsföringsstrategier inom Inbound Marketing. Sammanfattningsvis har studien bidragit till forskningsfältet strategisk kommunikation genom att belysa konsumenternas kommunikativa roll i användandet av marknadsföringsstrategier. Avslutningsvis presenteras studiens framtida forskningsmöjligheter inom ämnet där andra perspektiv och metoder uppmuntrades för att erhålla en djupare förståelse. (Less) - Abstract
- A marketing guide to Inbound Marketing
A quantitative survey of consumers' self-reported experiences of marketing strategies in relation to high-engagement products online.
The primary purpose of this study was to investigate how the concept of Inbound marketing affects Digital Consumer Behavior in relation to high-engagement products. To answer the purpose of the study, a research question was formulated to answer which one of the strategies that has the most significant positive impact on Digital Consumer Behavior. Furthermore, the study adopted a descriptive quantitative researchdesign and collected the empirical material through a survey where the respondents self-reported the data. The empirical results showed a number of... (More) - A marketing guide to Inbound Marketing
A quantitative survey of consumers' self-reported experiences of marketing strategies in relation to high-engagement products online.
The primary purpose of this study was to investigate how the concept of Inbound marketing affects Digital Consumer Behavior in relation to high-engagement products. To answer the purpose of the study, a research question was formulated to answer which one of the strategies that has the most significant positive impact on Digital Consumer Behavior. Furthermore, the study adopted a descriptive quantitative researchdesign and collected the empirical material through a survey where the respondents self-reported the data. The empirical results showed a number of significant relationships. The independent variable SEO had the strongest significant relationship with the dependent variable. The result indicated that the variables Email Marketing and Influencer Marketing also had a significant relationships with Digital Consumer Behavior. The general result of the study can offer companies valuable information about Digital Consumer Behaviour and provide an insight from the consumer's perception when it comes to marketing in digital channels. The study discovered some communicative factors that may be important to take into consideration when implementing marketing strategies within Inbound Marketing. Further, the study contributed to the research field strategic communication by highlighting the communicative role of consumers in the use of marketing strategies. Finally, the study presented future research opportunities in the subject where other perspectives and methods are encouraged to maintain a deeper understanding. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9049161
- author
- Larsson, Alicia LU and Rolfsdotter, Elin
- supervisor
- organization
- course
- SKOK11 20211
- year
- 2021
- type
- M2 - Bachelor Degree
- subject
- keywords
- Inbound Marketing, konsumentbeteende, högengagemangsprodukter, strategisk kommunikation, marknadsföringsstrategier, digitala kanaler, varumärken. Inbound Marketing, consumer behaviour, high-engagement products, strategic communication, marketing strategies, digital channels, brands.
- language
- Swedish
- id
- 9049161
- date added to LUP
- 2021-06-15 09:11:21
- date last changed
- 2021-06-15 09:11:21
@misc{9049161,
abstract = {{A marketing guide to Inbound Marketing
A quantitative survey of consumers' self-reported experiences of marketing strategies in relation to high-engagement products online.
The primary purpose of this study was to investigate how the concept of Inbound marketing affects Digital Consumer Behavior in relation to high-engagement products. To answer the purpose of the study, a research question was formulated to answer which one of the strategies that has the most significant positive impact on Digital Consumer Behavior. Furthermore, the study adopted a descriptive quantitative researchdesign and collected the empirical material through a survey where the respondents self-reported the data. The empirical results showed a number of significant relationships. The independent variable SEO had the strongest significant relationship with the dependent variable. The result indicated that the variables Email Marketing and Influencer Marketing also had a significant relationships with Digital Consumer Behavior. The general result of the study can offer companies valuable information about Digital Consumer Behaviour and provide an insight from the consumer's perception when it comes to marketing in digital channels. The study discovered some communicative factors that may be important to take into consideration when implementing marketing strategies within Inbound Marketing. Further, the study contributed to the research field strategic communication by highlighting the communicative role of consumers in the use of marketing strategies. Finally, the study presented future research opportunities in the subject where other perspectives and methods are encouraged to maintain a deeper understanding.}},
author = {{Larsson, Alicia and Rolfsdotter, Elin}},
language = {{swe}},
note = {{Student Paper}},
title = {{En marknadsföringsguide till Inbound Marketing - En kvantitativ enkätstudie om konsumenters självrapporterade upplevelser av marknadsföringsstrategier i relation till högengagemangsprodukter online.}},
year = {{2021}},
}