In an era where consumers actively shape brand narratives, inbound marketing has emerged as a critical strategy for engaging today’s most influential demographic: Generation Z. This cohort, born roughly between 1997 and 2012, has grown up immersed in digital environments and expects brands to meet them on their terms—authentically, responsively, and within vibrant online communities.
In our recent empirical study, we investigate how three core inbound marketing practices—Visibility Management, Active Listening, and Community Building—influence purchase intention and word-of-mouth intention (WOMI) among Gen Z. Framed within the Theory of Planned Behavior (TPB), the research provides valuable insight into the mechanisms through which inbound marketing affects consumer decisions.
The Inbound Marketing Framework
Inbound marketing is a pull strategy that attracts consumers through relevant content and meaningful digital engagement rather than interruptive advertisements. This study formalizes inbound marketing around three operational dimensions:
Visibility Management (VM) – Ensuring a brand appears prominently in digital search results and online spaces.
Active Listening (AL) – Responsively engaging with customer questions, feedback, and concerns on social media and review platforms.
Community Building (CB) – Fostering brand-centered online communities that encourage consumer participation and dialogue.
Key Research Findings
Our study found that all three inbound marketing practices had significant positive effects on both purchase intention and WOM intention, with Active Listening showing the strongest influence overall. Notably, WOMI emerged as a critical mediating variable, meaning a consumer’s willingness to recommend a brand often preceded and predicted their willingness to purchase.
This aligns with the TPB framework, where behavioral intentions are shaped by:
Attitudes (Do I like or trust the brand?),
Subjective norms (What do others think?),
Perceived control (Is the brand accessible and responsive?).
Real-World Applications
Let’s explore how these dimensions play out in practice and what consumer behavior students—and future marketers—can learn from them.
1. Visibility Management: Be Where Gen Z Searches
In the study, high visibility (e.g., a top result in a search engine) increased both WOM and purchase intentions. This underscores the importance of search engine optimization (SEO) and platform-specific search strategies.
Example:
Consider how Chipotle dominates both Google search results and TikTok trends. Their SEO strategy is coupled with influencer campaigns that create viral content—ensuring that when Gen Z searches for “best burrito” or browses food content, Chipotle shows up.
Strategic Implication:
Marketers must prioritize being “discoverable” through search and social algorithms. Visibility is not passive; it is engineered.
2. Active Listening: Turn Feedback into Trust
The study found active listening—timely and meaningful responses to consumer feedback—to be the most powerful predictor of both WOMI and purchase intention.
Example:
Brands like Glossier and Duolingo are masters of this. Glossier responds to customer comments on Instagram with personalized messages, while Duolingo's humorous, fast responses on TikTok have made their owl mascot a fan-favorite. These interactions build trust and encourage advocacy.
Strategic Implication:
Customer service is no longer confined to email or call centers. Brands must invest in real-time social listening tools and train community managers to respond authentically and promptly. In the eyes of Gen Z, being heard is being valued.
3. Community Building: Belonging Drives Behavior
The study confirms that Gen Z’s desire to be part of something bigger translates into stronger loyalty when brands foster community.
Example:
LEGO’s Ideas platform allows fans to submit and vote on new product ideas. By inviting users into the innovation process, LEGO transforms customers into co-creators. Similarly, Nike’s Run Club app creates a sense of identity and shared purpose among athletes.
Strategic Implication:
Community building isn't limited to social media groups. It includes branded apps, forums, and shared storytelling. It requires a shift in mindset—from broadcasting messages to facilitating dialogue.
Word-of-Mouth is the Bridge
One of the study’s most important findings is that word-of-mouth intention acts as a bridge between inbound marketing and purchase behavior. In fact, the indirect effect of inbound practices on purchase intention—through WOMI—was often stronger than the direct effect.
This is especially relevant in a Gen Z context, where peer influence and authenticity trump traditional advertising. According to the research, if a brand can get young consumers to talk about them, they are far more likely to buy from them.
Example:
Starbucks’s use of seasonal drinks like the Pumpkin Spice Latte isn’t just a product launch—it’s a conversation starter. Fans share their orders, post themed photos, and engage in a ritual that reinforces community identity and promotes organic reach.
Marketing with Integrity
We note some ethical concerns, particularly around data privacy and manipulation. Gen Z is digitally savvy but deeply skeptical of brands that exploit their data or use AI-driven targeting in manipulative ways.
Key Point:
Ethical inbound marketing must prioritize transparency, offer opt-in participation, and empower consumers with clear data control. Brands that violate these principles risk reputational damage and alienation.
Takeaways:
To influence Gen Z, brands must be searchable, responsive, and community-oriented.
WOM intention is the engine driving purchase behavior in today’s social economy.
Ethical, transparent engagement is not optional—it is a core expectation.
As consumer behaviors evolve in digital spaces, marketers must evolve with them—not by shouting louder, but by listening better.
* Based on "The Impact of Inbound Marketing Practices on the Young Consumer’s Purchase and Word-of-Mouth Intention" by Fabienne Cadet, Suri Weisfeld-Spolter and Luis Casas (Published in Young Consumers, 2025). For further information, contact Dr. Cadet [f.cadet@nova.edu] or Dr. Weisfeld-Spolter [sw887@nova.edu].
