Title: The impact of digital inbound marketing on digital marketing performance

Authors: Ali Zakariya Farhan Al-Quran; Ali Bani-Khaled; Mohammed Mousa Salem Eldahamsheh; Hanan Mohammad Ali Almomani; Sulieman Ibraheem Shelash Al-Hawary; Anber Abraheem Shlash Mohammad

Addresses: Department of Business Administration, Faculty of Economics and Administrative Sciences, Al al-Bayt University, P.O. Box 130040, Mafraq 25113, Jordan ' Agricultural Credit Cooperation, Mafraq, Jordan ' College of Business Administration, American University in the Emirates, Dubai, United Arab Emirates ' Department of Business Administration, Faculty of Economics and Administrative Sciences, Al al-Bayt University, P.O. Box 130040, Mafraq 25113, Jordan ' Department of Business Administration, Faculty of Economics and Administrative Sciences, Al al-Bayt University, P.O. Box 130040, Mafraq 25113, Jordan ' Marketing Department, Faculty of Administrative and Financial Sciences, Petra University, B.O. Box 961343, Amman 11196, Jordan

Abstract: The aim of the study is to determine the impact of digital inbound marketing on digital performance marketing. Digital inbound marketing was conceptualised in terms of digital content marketing, search engine marketing and social media marketing. Data were collected using a questionnaire distributed to a convenience sample of online customers. IBM SPSS 25.0 AMOS 22.0 software was used to perform data analysis. The results pointed out that there were significant effects of the three components of digital inbound marketing on digital performance marketing. In conclusion, for organisations to boost their digital marketing performance, an integrated use of digital inbound marketing components should be followed. Results were discussed, implications were highlighted and recommendations were suggested.

Keywords: digital inbound marketing; digital content marketing; search engine marketing; SEM; social media marketing; digital performance marketing.

DOI: 10.1504/IJBIS.2025.145958

International Journal of Business Information Systems, 2025 Vol.49 No.1, pp.46 - 64

Received: 09 Mar 2021
Accepted: 21 Jul 2021
Published online: 01 May 2025 *

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