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Recognition of Digital Content Needs for Inbound Marketing Solutions

Author

Listed:
  • Sigitas Davidavičius

    (Department of Public Governance and Business, Mykolas Romeris University, LT-08303 Vilnius, Lithuania)

  • Tadas Limba

    (Department of Public Governance and Business, Mykolas Romeris University, LT-08303 Vilnius, Lithuania)

Abstract

The paper aims to investigate users’ behavior regarding inbound marketing while consuming content, in particular, to reveal the source of the reasons and triggers affecting content need in the case of long-consumption products. In the theoretical part of the article, the literature analysis is conducted in order to build a theoretical background. The variety of theories of content values as well as users’ decision-making processes are analyzed, and a conceptual view of the origins of content need is formed, which states that the need for a specific type of content emerges under the conditions of the consumer’s experienced gap of information or knowledge when in the stages of the buying model. In order to test this hypothesis, empirical research—the survey—was conducted. The main conclusion is that the decision-to-buy model makes a significant impact on the gap experienced by the consumer of the content and has the potential to be used to reveal the need for different content types in terms of its purposes.

Suggested Citation

  • Sigitas Davidavičius & Tadas Limba, 2022. "Recognition of Digital Content Needs for Inbound Marketing Solutions," Social Sciences, MDPI, vol. 11(8), pages 1-11, August.
    • Handle: RePEc:gam:jscscx:v:11:y:2022:i:8:p:351-:d:883011
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    References listed on IDEAS

    as
    1. Ana Reyes-Menendez & Marisol B. Correia & Nelson Matos & Charlene Adap, 2020. "Understanding Online Consumer Behavior and eWOM Strategies for Sustainable Business Management in the Tourism Industry," Sustainability, MDPI, vol. 12(21), pages 1-14, October.
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    Cited by:

    1. Dimitrios K. Nasiopoulos & Dimitrios M. Mastrakoulis & Dimitrios A. Arvanitidis, 2022. "The Contribution of Digital Technology to the Forecasting of Supply Chain Development, in IT Products, Modeling and Simulation of the Problem," Forecasting, MDPI, vol. 4(4), pages 1-19, November.

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