The Effectiveness of Electronic Integrated Marketing Communications on Customer Purchase Intention of Mobile Service Providers: The mediating role of customer trust.

Dima Sawaftah

doi:10.51300/josm-2020-25

Abstract

This study examines the impact of electronic integrated marketing communication (E-IMC) on customer buying intention. Furthermore, it explores the mediation effect of customer trust in the relationship between E-IMC and customer purchase intention. Empirical evidence was obtained from 277 mobile phone users in Palestine, and structural equation modeling applied. The findings of this study revealed that E-IMC positively impacts purchase intention. Further, each of E-IMC dimensions (online advertising, online sales promotion, and online relationship marketing) were also a significant predictor of purchase intention. The findings also revealed that the positive relationship between E-IMC and purchase intention is mediated by customer trust. We conclude with a theoretical contribution, managerial implications, limitations, and suggestions for future studies.

Highlights

Marketing communications are an integral part of the social and economic systems of any society, especially the advanced societies; where it is the most important actions for the organizations to direct their attention to exactly how to deal with its customers to be informed which values and benefits, they have to gain customers loyalty (Jobber & Ellis-Chadwick, 2012; Dadzie & Boachie-Mensah, 2011).Integrated marketing communication (IMC) is a notion that incorporates and organizes a company’s channels of communication to deliver a clear, proportionate message in which the company and its products are being pushed forward
Little attention has been paid to examine the impact of electronic integrated marketing communication (E-IMC) on purchase intentions- in the mobile service provider
By applying the research conceptual model in two mobile service providers in Palestine, the findings of this study revealed that E-IMC is a significant predictor of purchase intention

Summary

Introduction

Marketing communications are an integral part of the social and economic systems of any society, especially the advanced societies; where it is the most important actions for the organizations to direct their attention to exactly how to deal with its customers to be informed which values and benefits, they have to gain customers loyalty (Jobber & Ellis-Chadwick, 2012; Dadzie & Boachie-Mensah, 2011).Integrated marketing communication (IMC) is a notion that incorporates and organizes a company’s channels of communication to deliver a clear, proportionate message in which the company and its products are being pushed forward. Integrated marketing communication involves identifying target groups and creates a well-coordinated promotional system to reach the wanted response. An integrated marketing communication strategy is aimed at creating, improving, interacting, and building a customer relationship to achieve a strategic positioning advantage (Ngamsutti et al, 2018). Jensen and Jepsen (2008) proposed a typology for EIMC, which consists of a four-discipline model (online advertising, online sales promotions, and online relationship communications (Direct Marketing). Mixing and utilizing these disciplines are very important to build value. It should be integrated with the traditional IMC by finding the right mix, E-IMC possibility is very large if it is used in a targeted way

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Conclusion