Digital inbound marketing: Measuring the economic performance of grocery e-commerce in Europe and the USA

A new approach to econometric modeling in digitized consumer behavior

Given how identifying motivational factors of online purchasing is critical to the success of online retailers, research on the antecedents of online customer experience (cognitive and affective experiential states) has attracted widespread attention. In this study, we conducted an extensive survey to identify major behavioral changes in the online buyer, and based on the age of the respondents we synthesized the findings into an econometric model to explain the impact of cultural, social, personal, and psychological traits on online purchasing. Our survey identified a myriad of motivational factors that influence online buyers' psychological perceptions and the impact of those factors has been reported. The proposed econometric model would help online retailers to better understand the motivational factors behind online customers' purchasing decisions. It also serves to inform the academic community of recent trends in this stream of research and shed light on future research.

CEO Information Ability, Absorptive Capacity, and E-Commerce Adoption among Small, Medium, and Micro Enterprises in China

The purpose of this study was to explore the relationship between chief executive officer (CEO) characteristics, absorptive capacity, and e-commerce adoption in SMMEs. To achieve this objective, the study analyzed primary data gathered from 2675 small, medium, and micro enterprises (SMMEs) in China. A logistic regression model was employed to estimate how the CEO characteristics and absorptive capacity of SMMEs influenced their e-commerce adoption. The study revealed a significant positive relationship between CEO information ability, confidence, and e-commerce adoption. Additionally, this study confirmed a positive relationship between absorptive capacity and the adoption of e-commerce.

The Application of the Inbound Marketing Strategy on Costa del Sol Planning & Tourism Board. Lessons for Post-COVID-19 Revival

The digital era has radically changed the context in which the tourist service is delivered and experienced, changing the decision processes of consumer and company business models. It is necessary to contact the tourism services customer with non-intrusive techniques, at the beginning of their purchase process and accompany them until the final transaction. The main objective of this case study is to analyze the methodology of inbound marketing and show how The Costa del Sol Planning & Tourism Board could work on its sustainable customer relationship model under the concept of seducing the tourist by being pioneers in the application of this strategy to attract tourism after the pandemic caused by COVID-19. Conclusions of this study include measures to restore travelers’ confidence which will play an important role in attracting tourists after crisis. An inbound marketing strategy will provide a response as it is based on contact with the future tourist through highly specialized content.