Effects of Digital Media on B2B Sales: An essay on inbound marketing, paid and online media
This theoretical paper suggests a framework that inbound marketing, paid media and online media have effects on the performance of new B2B sales. Previous studies support these effects in an isolated way, not encompassing the variables together that consider their interdependencies (Stephen & Ga...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Instituto Brasileiro de Estudos e Pesquisas Sociais
2019-04-01
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| Series: | Revista Eletrônica de Ciência Administrativa |
| Subjects: | |
| Online Access: | http://www.periodicosibepes.org.br/index.php/recadm/article/view/2655 |
| _version_ | 1818140965772197888 |
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| author | Nôga Simões de Arruda Corrêa da Silva Valter Afonso Vieira |
| author_facet | Nôga Simões de Arruda Corrêa da Silva Valter Afonso Vieira |
| author_sort | Nôga Simões de Arruda Corrêa da Silva |
| collection | DOAJ |
| description | This theoretical paper suggests a framework that inbound marketing, paid media and online media have effects on the performance of new B2B sales. Previous studies support these effects in an isolated way, not encompassing the variables together that consider their interdependencies (Stephen & Galak, 2012, Opreana & Vinerean, 2015, Hewett et al., 2016, Kumar et al., 2017). Paid online media consists of investments made in keywords on Google and on Facebook. The gained media online comes from shares and comments on social networks. Inbound marketing is a non-intrusive medium based on creating content that generates leads. The theoretical paper brings the following contributions: first, from the theoretical model viewpoint, inbound marketing may be the most proeminent media in explaining new B2B sales, as online paid and earned media may have a direct and indirect influence on sales; second, by classificating the literature, we suggest explanatory and informative tables of the previous results of the inbound marketing, the paid media and the gained online; finally, we propose new paths for future researches in order to prove the theoretical model and the arguments defended in this research. |
| first_indexed | 2024-12-11T10:52:22Z |
| format | Article |
| id | doaj.art-5152f06f08f142f9a36c535b39c8291d |
| institution | Directory Open Access Journal |
| issn | 1677-7387 |
| language | English |
| last_indexed | 2024-12-11T10:52:22Z |
| publishDate | 2019-04-01 |
| publisher | Instituto Brasileiro de Estudos e Pesquisas Sociais |
| record_format | Article |
| series | Revista Eletrônica de Ciência Administrativa |
| spelling | doaj.art-5152f06f08f142f9a36c535b39c8291d2022-12-22T01:10:14ZengInstituto Brasileiro de Estudos e Pesquisas SociaisRevista Eletrônica de Ciência Administrativa1677-73872019-04-0118219421210.21529/RECADM.2019008949Effects of Digital Media on B2B Sales: An essay on inbound marketing, paid and online mediaNôga Simões de Arruda Corrêa da Silva0Valter Afonso Vieira1Universidade Estadual de MaringáUniversidade Estadual de MaringáThis theoretical paper suggests a framework that inbound marketing, paid media and online media have effects on the performance of new B2B sales. Previous studies support these effects in an isolated way, not encompassing the variables together that consider their interdependencies (Stephen & Galak, 2012, Opreana & Vinerean, 2015, Hewett et al., 2016, Kumar et al., 2017). Paid online media consists of investments made in keywords on Google and on Facebook. The gained media online comes from shares and comments on social networks. Inbound marketing is a non-intrusive medium based on creating content that generates leads. The theoretical paper brings the following contributions: first, from the theoretical model viewpoint, inbound marketing may be the most proeminent media in explaining new B2B sales, as online paid and earned media may have a direct and indirect influence on sales; second, by classificating the literature, we suggest explanatory and informative tables of the previous results of the inbound marketing, the paid media and the gained online; finally, we propose new paths for future researches in order to prove the theoretical model and the arguments defended in this research.http://www.periodicosibepes.org.br/index.php/recadm/article/view/2655marketing digitalinbound marketingmídias pagasmídias ganhadas |
| spellingShingle | Nôga Simões de Arruda Corrêa da Silva Valter Afonso Vieira Effects of Digital Media on B2B Sales: An essay on inbound marketing, paid and online media Revista Eletrônica de Ciência Administrativa marketing digital inbound marketing mídias pagas mídias ganhadas |
| title | Effects of Digital Media on B2B Sales: An essay on inbound marketing, paid and online media |
| title_full | Effects of Digital Media on B2B Sales: An essay on inbound marketing, paid and online media |
| title_fullStr | Effects of Digital Media on B2B Sales: An essay on inbound marketing, paid and online media |
| title_full_unstemmed | Effects of Digital Media on B2B Sales: An essay on inbound marketing, paid and online media |
| title_short | Effects of Digital Media on B2B Sales: An essay on inbound marketing, paid and online media |
| title_sort | effects of digital media on b2b sales an essay on inbound marketing paid and online media |
| topic | marketing digital inbound marketing mídias pagas mídias ganhadas |
| url | http://www.periodicosibepes.org.br/index.php/recadm/article/view/2655 |
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