The present study explores the effect of inbound marketing factors on marketing performance. The statistical population was composed of all customers of six restaurants with Gilaki names in Rasht, which are active in cyberspace. A total of 400 individuals were selected by convenience sampling. The standard scales included visibility management, active listening, community building, wor...

despite possessing the adequate purchase potential for the fast moving consumer goods (fmcgs), the poor are not reckoned as a viable market by the fmcg marketers and as a result, the purchase preferences of poor are largely unexplored for the concerned products. the present paper bridges the gap subsisting in the pertinent literature by exploring the purchase behavior of poor consumers in the r...

Virtual worlds, e.g. World of Warcraft (WoW) and RuneScape — have demonstrated huge economic potential. However, little empirical research has been conducted into players’ purchase behavior in virtual worlds. This research was designed to help gain a better understanding of factors influencing purchase behavior in virtual worlds by empirically developing and testing a conceptual model of purcha...

Despite the expected value of online customer reviews as an emerging advertising medium, the manner of enforcing its effectiveness on customers’ purchase behavior is still a question not well answered. To address the question, we propose a new central route cue called “advertising appeal” to examine attitude and intention to purchase a product or service based on the reasoning of the elaboratio...

Munculnya isu lingkungan karena peningkatan kesadaran akan pencapaian sustainable development goals (SDGs) pada Masyarakat Indoneisa, khususnya generasi z memicu kemunculan produk-produk ramah lingkungan. Penelitian dilakukan untuk menggali faktor yang mempengaruhi keputusan pembelian atas green produk dengan memfokuskan Environmental concern, community practice, Green Product Awareness dan pri...

Green marketing subsumes greening products as well as greening firms. In addition to manipulating the 4Ps (product, price, place and promotion) of the traditional marketing mix, it requires a careful understanding of public policy processes. This paper focuses primarily on promoting products by employing claims about their environmental attributes or about firms that manufacture and/or sell the...

In recent decades, sports organizations have paid special attention to the importance of considering the purchase behavior of customers. Meanwhile, the variables that can have an impact on customers' purchase behavior have been considered. This study aimed to determine the causal relationship between relationship marketing and purchase behavior of spectators using structural equation modeling. ...