Understanding Digital Inbound Marketing Adoption Using TOE Model

Abstract

Inbound marketing, with its focus on drawing customers in through engaging and relevant content, offers a compelling way to reduce acquisition costs while fostering loyalty. This study explores the factors driving inbound marketing adoption, employing the Technology-Organization-Environment (TOE) framework as a lens. Conducted in Algeria, the research gathered data from 117 companies representing a diverse range of 12 business sectors, with a particular emphasis on e-commerce. These responses, collected through convenience sampling, informed a structural equation model, analyzed using partial least squares structural equation modeling (PLS-SEM) in Smart PLS software, to test the study's hypotheses and evaluate the interplay between key factors. The findings reveal that perceived relative advantages, compatibility with existing practices, manageable complexity, top management support, competitive pressure, and customer demand all contribute positively to the adoption of inbound marketing strategies. Interestingly, despite the perceived affordability of implementation, a lack of in-house inbound marketing expertise emerged as a significant barrier to adoption among the surveyed Algerian companies. These insights offer valuable practical guidance for inbound marketing professionals, enabling them to optimize their strategies and address obstacles hindering wider adoption.

Keywords: Inbound marketing, digital, TOE model, technology.