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The Role of Integrated Marketing Communications in Increasing the Efficiency of Internet-based Marketing among Jordanian Consumers

Author

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  • Nafez Nimer Hasan Ali
  • Mahmoud Allan

Abstract

Many marketing strategies including and approaches like CRM, mass marketing, PR marketing and IMC have developed for the sake of increasing the demand on the product and elevate the level of customer satisfaction. With the technological development and the entrance of internet marketing there appeared an urgent need to increase the intensity of the marketing strategies in a way that matches the concept of online marketing as distance marketing. From that point, the current study seeks to understand the influence of integrated marketing communication (IMC) on the efficiency of internet-based marketing from the perspective of Jordanian customers. The variables which are employed in the current study are (communicational messaging, direct marketing, online marketing, promotion, mass media marketing and public relations). The sample of the study consisted of (349) customer from malls, commercial complexes and trading center. Through the quantitative approach and utilizing the questionnaire; the results of the study indicated there is a positive influence of IMC on the internet-based marketing within the variables of (communicational messaging, direct marketing, public relations, and mass media marketing) while (promotions and online marketing) seemed to have no influence on the internet-based marketing. The study recommends carrying out a research study that examines the influence of E-IMC on the online marketing practices through social media websites.

Suggested Citation

  • Nafez Nimer Hasan Ali & Mahmoud Allan, 2017. "The Role of Integrated Marketing Communications in Increasing the Efficiency of Internet-based Marketing among Jordanian Consumers," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 9(4), pages 97-110, August.
  • Handle: RePEc:ibn:ijmsjn:v:9:y:2017:i:4:p:97-110
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    Citations

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    Cited by:

    1. Bamituni E. Abamu, 2020. "Introducing Investment Promotion: A Marketing Approach to Attracting Foreign Direct Investment," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 11(4), pages 1-91, March.
    2. Koukopoulos, Anastasios & Vrechopoulos, Adam, 2020. "Integrated Marketing Communications: Pushing the Boundaries through Digital Technologies," MPRA Paper 120853, University Library of Munich, Germany.
    3. Hala Hjazeen & Mehdi Seraj & Huseyin Ozdeser, 2021. "The nexus between the economic growth and unemployment in Jordan," Future Business Journal, Springer, vol. 7(1), pages 1-8, December.
    4. Fathi Alshare, 2018. "The Role of the Integrated Marketing Communications in highlighting the competitive advantage in the Jordanian Telecommunication Companies (Orange Company: Study Model)," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 8(4), pages 573-593, April.

    More about this item

    Keywords

    Integrated Marketing Communication; social media marketing platforms; internet-based marketing; direct marketing;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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