IDEAS home Printed from https://ideas.repec.org/a/ids/ijbisy/v47y2024i1p91-105.html
   My bibliography  Save this article

Moderating effect of customer relationship management on the relationship between electronic marketing and effectiveness of integrated model of marketing communication

Author

Listed:
  • Hanan Mohammad Almomani
  • Mohammad Izzat Alhalalmeh
  • Ghufran Saed Hijjawi
  • Mohammad Mousa Eldahamsheh
  • Sulieman Ibraheem Shelash Al-Hawary

Abstract

The purpose of this study is to determine the moderating effect of customer relationship management in the relationship between e-marketing and the effectiveness of integrated model of marketing communication. Data were collected from 322 respondents through a questionnaire-based survey. Moreover, structural equation modelling (SEM) was used as an inferential statistical analysis technique to test the hypotheses of the study while determining the moderating effect along with path assessment and CFA. The result of this study revealed that there are significant effects of e-mail marketing, mobile marketing, social media marketing and customer relationship management on the effectiveness of integrated model of marketing communication. On the other hand, it was found that customer relationship management moderates the relationship between social media marketing and the effectiveness of integrated model of marketing communication. Based on these results, companies are recommended to consider the importance of e-marketing in elevating the effectiveness of integrated model of marketing communication and to consider CRM to increase the effect of social media marketing on the effectiveness of integrated model of marketing communication. Further studies should be conducted to confirm the results and retest the moderate effect of CRM using other samples from other industries.

Suggested Citation

  • Hanan Mohammad Almomani & Mohammad Izzat Alhalalmeh & Ghufran Saed Hijjawi & Mohammad Mousa Eldahamsheh & Sulieman Ibraheem Shelash Al-Hawary, 2024. "Moderating effect of customer relationship management on the relationship between electronic marketing and effectiveness of integrated model of marketing communication," International Journal of Business Information Systems, Inderscience Enterprises Ltd, vol. 47(1), pages 91-105.
    • Handle: RePEc:ids:ijbisy:v:47:y:2024:i:1:p:91-105
    as

    Download full text from publisher

    File URL: http://www.inderscience.com/link.php?id=142192
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ids:ijbisy:v:47:y:2024:i:1:p:91-105. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sarah Parker (email available below). General contact details of provider: http://www.inderscience.com/browse/index.php?journalID=172 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.