Abstract:

This study aims to define inbound marketing and determine its impact on marketing efforts. The target audience of the research consisted of consumers who researched on the internet before purchasing any product or service. Research data were collected through an online survey. The reliability of the collected data was tested with the Cronbach Alpha Coefficient and the validity was tested with Factor Analysis. The hypotheses created were tested with the Structural Equation Model. As a result of the analysis, it was concluded that inbound marketing (visibility management, active listening, community building and live communication) had a positive effect on word of mouth, brand awareness and purchase intention. Of the hypotheses created, only "A company's live communication has a positive effect on purchase intention." hypothesis was not supported. The limited number of studies on the subject in our domestic literature, the fact that the subject is generally handled qualitatively in the foreign literature and the few quantitative studies reveal the importance of the study. When the results of the study are also considered from the point of view of the practitioners, it is thought that it will provide important contributions to the businesses in the conditions of today's digital age, in terms of guiding them and providing positive feedback.

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