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].
This is a really insightful piece—thank you for breaking down the study in such a clear way. I found the emphasis on Active Listening especially compelling. It’s easy to assume visibility drives everything, but seeing that responsiveness and genuine interaction are the strongest predictors of both purchase and word-of-mouth intention really highlights how much Gen Z values being acknowledged. I also appreciated the point about WOM serving as the “bridge” between inbound practices and purchase behavior—it reinforces how community-driven and peer-influenced this generation truly is. The ethical considerations at the end were also important; transparency and data respect will likely be the biggest differentiator between brands that build long-term loyalty and those that lose trust. Overall, this article connects theory and practice really well, and I can already see how these takeaways can shape future marketing strategies.
ReplyDeleteReally interesting read! I like how the study shows that active listening has the strongest effect on Gen Z since it makes sense that they value brands that respond quickly and authentically. The point about word-of-mouth being the bridge to purchase is spot on—people trust their peers more than ads. It’s also good that the article mentioned ethics, because Gen Z definitely notices when brands aren’t transparent.
ReplyDeleteGreat article! I like how it shows that active listening makes the biggest difference with Gen Z. It makes sense that quick, real responses build more trust than ads. The point about word-of-mouth leading to purchases was really strong too.
ReplyDeleteThis is a great post. I like how it highlights the importance of Active Listening and how it is the strongest driver of both WOMI and purchase intention. For Gen Z's, its truly important that brands hear them out. The examples of how Duoling and Glossier interact with customers, demonstrated that by building a connecting with customers, you can build a community and stronger loyalty.
ReplyDeleteAs someone who is always in the online space, I like to think that Wendy’s helped spread the Active Listening technique in the marketing space. I remember the fast food chain becoming famous on X (Twitter) years back for responding to different people and other fast food chains with “diss tweets”. This move helped Wendy’s reach thousands of people through retweets and replies on X (Twitter) as well as reposts on other platforms.
ReplyDeletethe customer is king has never been more prevalent, and active listening is one piece of the puzzle to understanding new younger consumers. companies that react and take part in discussions with the general online population usually are well liked and supported by the younger generations, just like this post so well explains.
ReplyDeleteThis article does an excellent job of illustrating how inbound marketing aligns with Gen Z’s digital-first mindset and values. I found the emphasis on Active Listening particularly compelling; it highlights how responsiveness and authenticity can transform casual engagement into genuine brand trust. The connection between word of mouth intention and purchase behavior also reinforces how social influence drives this generation’s decisions, making transparency and community-building not just strategies, but necessities for long term success.
ReplyDeleteThis paper clearly illustrates the connection between inbound marketing and Gen Z consumer values for authenticity and online engagement. The application of the importance of active listening was very enlightening—engaging with fans on social media not only creates trust but can enhance consumer loyalty to the brand. It is remarkable to see that visibility, listening, and community-building can be clearly connected to purchasing intentions, in addition to word-of-mouth referrals.
ReplyDeleteThe article was incredibly interesting to relate to as a Gen Z myself. I think you discussed a very important point in subjective norms. I think it's often underrated how these norms impact the perception of a product/company due to the beliefs of others. This resonates most closely with me today by picking where I shop for clothes, as I want something that I will feel comfortable in, or in other words, will be accepted in by others.
ReplyDeleteThis is a very interesting and insightful article about how inbound marketing shapes attitudes and consumer behavior of Gen Z. I really appreciate that active listening is highlighted as the strongest driver for Gen Z's purchasing behavior and trust. I can relate here as well, because I would rather be involved than just be marketed to. I also agree that, nowadays, aggressive promotion does not work for the long term; however, meaningful engagement with the consumer is what brings the lifetime value.
ReplyDeleteI think that this post highlights how consumer behavior is increasingly shaped by social influence and trust rather than traditional advertising. I think this is especially relevant today, since people rely more on online communities and peer opinions when forming attitudes toward brands. It shows why organizations need to focus on engagement and authenticity, not just promotion.
ReplyDeleteI wanted to read this article because I am a part of the Gen-Z demographic myself. I found it compelling how Gen-Z is most influential when brands focus on relationship-building instead of promotion, which I can resonate with. A key takeaway from this article is that word-of-mouth intention often precedes purchase intention, revealing how peer influence shapes Gen-Z decision-making.
ReplyDeleteI really liked how this article breaks down inbound marketing into actionable components like Visibility Management, Active Listening, and Community Building. It made me think more deeply about how brands can earn engagement rather than interrupt attention, especially with Gen Z’s demand for authenticity. I plan to apply these insights when developing social strategies that truly listen and respond to audience needs.
ReplyDeleteThis article was super interesting to read as someone a part of Gen Z. Reading about the breakdowns on how companies engage with Gen Z makes me think about how I have interacted with these brands because of their strategy's. The example of Chipotle using visibility management was eye-opening to learn about because I have never thought about how they are one of the top results on Google when searching for burritos. This article was compelling to read, and I will now look for these strategies when I see companies on social media.
ReplyDeleteI really enjoyed reading this article as someone part of Gen Z. Learning about the three strategies/components they use in their digital marketing to connect with Gen Z. An example that was interesting to read was how Chipotle uses Visibility Management in its approach. I did not realize they are always one of the top search results for burritos until I read this. This article is very informative and shows the future of digital marketing.
ReplyDeleteI thought this article was really interesting because it explains how Gen Z actually interacts with brands online. A lot of companies still just focus on ads, but this shows why being easy to find, paying attention to feedback, and creating a real connection is way more effective.
ReplyDeleteThis post does a great job of showing why inbound marketing resonates with Gen Z, especially by highlighting active listening and community building as drivers of both trust and word-of-mouth. I also appreciated the connection between engagement and actual purchase behavior—it reinforces that visibility alone isn’t enough without meaningful interaction. Overall, it offers a practical, research-backed reminder that Gen Z wants to be part of the conversation, not just the audience.
ReplyDeleteThis post does a great job of showing why inbound marketing resonates with Gen Z, especially by highlighting active listening and community building as drivers of both trust and word-of-mouth. I also appreciated the connection between engagement and actual purchase behavior—it reinforces that visibility alone isn’t enough without meaningful interaction. Overall, it offers a practical, research-backed reminder that Gen Z wants to be part of the conversation, not just the audience.
ReplyDeleteI thought the focus on active listening was especially interesting. With Gen Z, it really feels like brands can’t just post content and walk away anymore, they actually need to respond and engage in real conversations. I agree that when brands take the time to listen and interact, it builds more trust and makes people more likely to support and recommend them.
ReplyDeleteThis post makes a strong case that inbound marketing is not just content, it is visibility, responsiveness, and community working together. I especially liked the finding that active listening has the strongest impact, because fast, authentic replies can turn everyday questions into trust and advocacy. The point about word of mouth acting as a bridge to purchase also feels very actionable, it suggests brands should design campaigns that spark conversation while staying transparent about data and targeting.
ReplyDeleteThe article was incredibly interesting to relate to as a Gen Z myself. I think you discussed a very important point in subjective norms. I think it's often underrated how these norms impact the perception of a product/company due to the beliefs of others. Word of mouth interactions are immensely popular among Gen Z, specifically those generated in pop culture communities. This also relates to the importance of search engine optimization, using appropriate channels such as TikTok to capture this young demographic. Overall, WOMI resonates most closely with me today by picking where I shop for clothes, as I want something that I will feel comfortable in, or in other words, will be accepted in by others, as it matches the trend at the time.
ReplyDeleteInbound marketing works on Gen Z because it maps cleanly onto how they reduce risk online: they discover brands through algorithmic visibility, validate them through responsive two-way interactions, and then “lock in” trust through community signals. What I find most strategic in your takeaway is the WOMI→purchase bridge—brands that treat advocacy as the leading indicator (and design visibility + listening + community to earn shareable moments) are essentially building intention before the checkout ever happens.
ReplyDeleteThis article provides a clear and insightful breakdown of how inbound marketing strategies affect how Gen Z consumers engage with products. I especially like how it is emphasized that active listening and community building are shown, showing that it is responsive and a genuine interaction that creates both trust and intention through word of mouth. This explains why it is essential for what influences purchase behavior. It also provides a useful reminder that brands need to do more than just be noticeable; they need to listen and create meaningful relationships and connections.
ReplyDeleteThe finding that word-of-mouth drives purchase behavior more than direct marketing really resonates with my experience managing a 14,000+ member Discord community for a streetwear brand called Shihiko. When we actively listen and respond to our members authentically, they become our biggest advocates before they even make a purchase. Gen Z can spot fake engagement immediately, so genuine responsiveness isn't just a strategy—it's essential.
ReplyDeleteWhat stood out to me most in this post is the idea that personalization should feel like added value for the customer, not just another way for companies to push products. When personalization is done well, it makes interactions more relevant and builds trust over time. When it’s done poorly, it can feel intrusive and actually hurt the brand, which is an important point companies sometimes overlook.
ReplyDeleteI think this article does a really good job of showing how inbound marketing connects with Gen Z by focusing on visibility, consumer feedback, and community building. I also liked the points about how companies need to show integrity and build trust with Gen Z consumers. The article also highlighted the importance word-of-mouth intention, showing how much Gen Z relies on and trusts peer opinions.
ReplyDeleteI liked how this post talked about how Gen Z doesn’t really pay attention to regular ads and cares more about real interactions with brands. The part about companies actually responding to comments and building communities stood out to me because that’s what makes people trust a brand more. I think brands that act more real and less like they’re just trying to sell something will do better with younger audiences.
ReplyDeleteI really connected with this article because it explains how inbound marketing aligns with the way Gen Z naturally discovers and engages with brands. The emphasis on attracting us through valuable content, social engagement, and trust-building, rather than interruptive ads, matches my own experience as a consumer. When brands listen, respond quickly, and create spaces where we can share feedback and ideas, it feels more like a relationship than a transaction, which makes me far more likely to support and recommend them.
ReplyDeleteAs someone who is in Gen Z I really like how connects marketing with how we are hard wired. Social engagement and Trust building I believe is something that this generation struggles with and needs to learn it. This was very insightful thank you for sharing!
ReplyDeleteI found the article especially relatable as someone in Gen Z. The discussion around subjective norms really stood out to me because they often go unnoticed, even though they play a huge role in shaping how we perceive products and brands. What other people think especially peers heavily influence our choices. Word-of-mouth interactions are extremely influential among Gen Z, particularly within pop culture and online communities. This also connects to the importance of using the right digital channels, such as TikTok, and strong search engine optimization to reach this generation. Personally, word-of-mouth information influences where I shop for clothes, since I want to feel confident and comfortable in what I wear meaning it aligns with current trends and feels socially accepted.
ReplyDeleteWhat I found most interesting in this article is how inbound marketing really focuses on listening and community rather than just visibility. The fact that Active Listening had the strongest impact makes sense. Gen Z wants brands to feel more human and responsive, not distant. I also liked the point about word of mouth being the bridge to purchase behavior. It shows how peer influence is more powerful than traditional ads. Overall, the takeaway from this is so clear. If brands want Gen Z’s trust, they need to be authentic, transparent, and willing to engage in real dialogue.
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