Inbound social media marketing and increased sales in SMEs: a correlational study in the pet food industry

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New market trends have prompted Peruvian companies to apply techniques aimed at attracting potential customers, that is, to use inbound marketing, especially in the pet market, which has a profitable and competitive niche, driven mainly by the “pet-friendly” trend. This research aims to determine whether inbound marketing actions have a positive correlation with online sales. The methodology is quantitative, correlation, cross-sectional, and non-experimental. The target audience is men and women, between 18 and 35 years old who have made online purchases in the Peruvian pet food SME, Rapi Pet S.R.L. The sample is non-probabilistic and is composed of 248 people who completed a structured questionnaire of 24 questions. The results show positive perceptions of both variables with values higher than 70% after applying the barometer test, the reliability of the questionnaire was also established under Cronbach’s alpha of 0.922 and a correlation coefficient of 0.66 was obtained for the variables, as well as a p-value lower than 0.05 after performing the normality test. It is concluded that there is a positive relationship between inbound marketing actions and the increase of online sales in the company under study.

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    • Table 1. Respondent profile
    • Table 2. Respondent profile by gender and number of hours of navigation
    • Table 3. Instrument reliability index
    • Table 4. Criteria on inbound marketing and dimensions
    • Table 5. Perception of sales increase
    • Table 6. Test of normality
    • Table 7. Relationship between inbound marketing and sales increase
    • Table 8. Relationship between presence on social networks and sales
    • Table 9. Relationship between information content and sales
    • Table 10. Relationship between brand recall and sales
    • Table 11. Relationship between brand attributes and sales
    • Conceptualization
      Boris John Vasquez-Reyes
    • Formal Analysis
      Boris John Vasquez-Reyes
    • Methodology
      Boris John Vasquez-Reyes
    • Resources
      Boris John Vasquez-Reyes
    • Software
      Boris John Vasquez-Reyes
    • Validation
      Boris John Vasquez-Reyes
    • Writing – review & editing
      Boris John Vasquez-Reyes, Franklin Cordova-Buiza
    • Data curation
      Franklin Cordova-Buiza
    • Investigation
      Franklin Cordova-Buiza
    • Project administration
      Franklin Cordova-Buiza
    • Supervision
      Franklin Cordova-Buiza
    • Visualization
      Franklin Cordova-Buiza