Developing Customer Trust in E-Commerce Using Inbound Marketing Strategies
Developing Customer Trust in E-Commerce Using Inbound Marketing Strategies

Author(s): Adrian Micu, Marius Geru, Angela-Eliza Micu
Subject(s): Economy
Published by: Editura Lumen, Asociatia Lumen
Keywords: Inbound marketing; e-commerce; FsQCA; qualitative analysis; search engine optimization.
Summary/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.

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