This study aims to investigate the impact of E-integrated marketing communication (E-IMC) on customers’ attitudes toward electronic products. In order to achieve the objectives of the study, the researchers deployed the descriptive analytical approach due to its relevance to this kind of research. The sample was purposive random sample of online customers who were exposed to E-IMC in the context of electronic products in Jordan. 547 questionnaires were distributed; 498 questionnaires were collected back; and 455 questionnaires were accepted. The research included two main variables with sub dimensions; E-IMC as the independent variable, customers’ attitudes toward electronic products representing the dependent variable. E-IMC sub dimensions were online advertising (OD), online public relations (OPR) and online sales promotion (OSP). Results revealed that there was a statistically significant relationship between E-integrated marketing communication (E-IMC) and customers’ attitudes toward electronic products. In the light of the results, possible managerial implications are discussed and future research subjects are recommended.
Fueled by technology advancements, the recent complete set of evolutionary trends in marketing has significantly led to the emergence and development of E-Integrated Marketing Communication (E-IMC). E-IMC has grown to be an important part of a company’s promotional mix (Boutin, 2011) [
This rapid pace of change in marketing communications has profoundly influenced customers’ behavior as a whole and specifically customers’ attitudes toward products in this evolving interactive market space (Ozuem et al., 2007) [
Integrated Marketing Communication (IMC) has received almost instant recognition by the mid of the 1990s (Porcu et al., 2012) [
The rapid development of internet, its acceptance and usage rate has been noted widely in the last ten years (Lovett, 2010) [
Traditional IMC is theoretically pragmatic; what is meant is that on real grounds it does not fit easily into the organizational structure adopted by most firms (Percy, 1997) [
Because of these important realities for most companies in such a highly-competitive environment, there is a necessity to implement effectively and efficiently the concept of E-IMC integrated as part of IMC. It is considered as one of the best ways to encounter such difficulties. Internet is noticeably growing in use in Jordan; it is estimated by Telecommunication Regulatory Commission that internet users in Jordan are 5.7 million users (ALARABALYAWM, 2015) [
In this context, this study has investigated the impact of E-IMC on customers’ attitudes toward electronic products specifically, whether positive or negative, that might eventually lead to purchase intentions and behavior.
Since the 1990s, integrated marketing communication (IMC) has gained prevalent significance as a strategic marketing management approach (Zavrsnik and Jerman, 2011) [
E-IMC is a relatively new communication discipline that was declared to be a separate line of communication disciplines. Jensen and Jepsen (2006) [
Alexandru and Carmen (2011) [
Morozan and Ciacu (2012) [
Rakic and Rakic (2014) [
Online advertising: Jensen (2007) [
Mohammed and AlKubise (2012) [
Online public relations (PR): PR is considered as always a tool to serve an as electronic brochure full of information needed. It is attractive due to its value, ability to acquire and overload information, short time span and availability all the time everywhere. Moreover, there are SEO and community building apparent in chatting rooms and discussion groups (Boutin, 2011) [
Online sales promotion is the third major tool of E-IMC. Online sales promotion takes different forms such as electronic coupons, electronic samples, contest and sweepstakes. Al Shoubaki (2008) [
There are so many studies that tackled customer attitude being a subject of high significance to marketers. Al-Alak and Al-Saed (2006) [
Madhavaram and Appan (2010) [
Ho.1: There is no significant impact of electronic integrated marketing communication (E-IMC) on customers’ attitudes.
Sub HypothesesHo.1.1: There is no significant impact of online advertising on customers’ attitudes toward electronic products.
Ho.1.2: There is no significant impact of online public relations on customers’ attitudes toward electronic products.
Ho.1.3: There is no significant impact of online sales promotion on customers’ attitudes toward electronic products.
The methodology used in this study is descriptive and analytical. The goal is to develop an appropriate method in order to achieve the objectives of this study which included a series of questions analyzed statistically to test the hypotheses of the research and made good use of many different literature references and sources to build a theoretical and practical background and research based on previous and new studies. Nominal, ordinal and Likert five scales are used to answer research questions and verify results achieved.
The population of the study consists of all customers whom are exposed to IMC in the context of electronic products from all electronic companies in Jordan.
The sample consists of online customers whom are exposed to E-IMC in Jordan. The researchers distributed
paper and online questionnaires to get sample responses. As for The unit sample (unit analysis); online customers whom are exposed to E-IMC in Jordan in the context of electronic products from all electronic companies, the sample that is used in this study is called purposive random sample and the criterion used to select unit sample (unit analysis) is to exposure E-IMC channels. The distributed number of responses was 547 questionnaires, 455 questionnaires were accepted. This sample was distributed in both online and traditional offline survey summarized in the
In order to achieve the study objectives, a questionnaire was developed. Nominal, ordinal and Likert five scale were applied in the questionnaire and measurement of the study variables which was organized ranging from “1 = strongly disagree” to “5 = strongly agree”. The questionnaire was developed to collect data from the sample of the study after reviewing some of the previous literature addressing each of the variables examined in the study, it contains three main questions, the first group is about demographic question, such as (age, gender, nationality, marital status, level of education, and work sector) about the study population, the second is about E-IMC which includes three sub domains and was covered by (15 questions): Online Advertising (5 questions), online public relations (5 questions), online sales promotion (5 questions). The third group is about customers’ attitudes toward electronic products (5 questions).
To declare the sincerity of the survey variables for the phenomenon being studied, study reliability was calculated that indicated the extent of reliance of measurement tool in giving the same results. This was done by using test pre-test method, in which the researchers applied the study tool on a sample of 60 customers of the sample, after three weeks the same or similar sample was tested again; the consistency degree was 90%. To test the study reliability, Cronbach’s alpha technique was used for this purpose, and its value for all of the domains was (94.9%) as shown in
The descriptive statics includes the descriptive results of the sample, the unit of analysis, and the study variables statements. The sample was described by personal and functional factors based on online respondent’s characteristics that are exposed to E-IMC in Jordan in the context of electronic products as shown in
Descriptive statistics, the researchers computed the means and standard deviations for all the study domains as shown in
Distribution method | No. of distributed questionnaires | No. of accepted questionnaires | Frequency percentage |
---|---|---|---|
Online method | 291 | 216 | 47.47 |
Offline (traditional) method | 256 | 239 | 52.53 |
Total | 547 | 455 | 100.0 |
Variables | No. of items | Cronbach alpha |
---|---|---|
E-Integrated Marketing Communication (E-IMC) | 20 | 0.903 |
Online advertising | 5 | 0.826 |
Online public relations | 5 | 0.716 |
Online sales promotion | 5 | 0.774 |
Customers’ attitudes toward electronic products | 5 | 0.924 |
All variables | 38 | 0.949 |
Personal factors | Frequency | Percent | |
---|---|---|---|
Gender | Male | 271 | 59.6 |
Female | 184 | 40.4 | |
Age (years) | Less than 18 | 4 | 0.9 |
18 - less than 28 | 178 | 39.1 | |
28 - less than 38 | 196 | 43.1 | |
38 - less than 48 | 53 | 11.6 | |
48 - less than 58 | 20 | 4.4 | |
58 years and above | 4 | 0.9 | |
Nationality | Jordanian | 433 | 95.2 |
Non Jordanian | 22 | 4.8 | |
Marital status | Single | 226 | 49.7 |
Married | 212 | 46.6 | |
Other | 17 | 3.7 | |
Education | High school or less | 17 | 3.7 |
Diploma | 47 | 10.3 | |
Bachelor | 292 | 64.2 | |
Higher studies | 99 | 21.8 | |
Work sector | Public sector | 47 | 10.3 |
Private sector | 343 | 75.4 | |
Not working | 65 | 14.3 |
From the previous
Ho.1: There is no significant impact of E-integrated marketing communication (E-IMC) on customers’ attitudes toward electronic products.
Simple regression was performed and the results in
The results of simple regression analysis showed that there is a significant impact of the E-IMC on customers’ attitudes toward electronic products, (β = 0.723) at level of significance (0.000).
The results of the analysis (
This study investigated the influential impact and relationship between E-Integrated Marketing Communication (E-IMC) and its channels in the electronics markets in Jordan with customers’ attitudes toward electronic products. Based on the assumption o main hypothesis in addition to their sub hypotheses set the results of the research and rejects each hypothesis as per the answers of the questionnaire. Thus, the alternative hypotheses are correct and acceptable, which means that E-Integrated Marketing Communication (E-IMC) and its channels influence directly customers’ attitudes toward electronic products.
The results showed that the most efficient and applicable channels of E-Integrated Marketing Communication (E-IMC) in the electronics markets in Jordan. The studied E-IMC channels were (Online advertising, online public relations and online sales promotion). This research concluded that each of the studied channels of E-IMC affect customers’ attitudes toward electronic products having certain degrees of differences as shown in chapter four.
The results of the analysis showed that there is significant impact of E-IMC on customers’ attitudes toward electronic products where (β = 0.723) at level of significance (0.006). This result is attributed to the acknowledged reality that E-IMC in all its channels, if utilized effectively, can be a competitive edge on its own. Customization, personalization, targetability, accessibility, economic expansion with high reach, interactivity, engagement, cost-reduction, improvement of corporate image, significant increase on sales, and facilitation of
Item | Mean | Std. deviation | Agreement degree |
---|---|---|---|
E-Integrated Marketing Communication (E-IMC) | 3.6427 | 0.57947 | Medium |
Online advertising | 3.5785 | 0.70777 | Medium |
Online public relations | 3.8985 | 0.70989 | High |
Online sales promotion | 3.6985 | 0.62628 | High |
Customers’ attitude toward electronic products | 3.4264 | 0.86733 | Medium |
Independent variable | Β | T | Sig |
---|---|---|---|
E-IMC | 0.723 | 22.245 | 0.000* |
(R = 0.723; R2 = 0.522; F = 494.842); *Significant level at P ≤ 0.05.
Independent variable | Β | T | Sig |
---|---|---|---|
Online advertising | 0.251 | 5.773 | 0.000* |
Online sales promotion | 0.227 | 5.202 | 0.006* |
Online public relations | 0.128 | 3.021 | 0.003* |
(R = 0.726; R2 = 0.528; F = 125.631); *Significant level at P ≤ 0.05.
communication process are of the many advantages of E-IMC exemplified in the synergy of all its channels. It is rather becoming a necessity these days. By analyzing the results of E-IMC channels, it shows that there is a significant impact of online advertising on customers’ attitudes toward electronic products where (β = 0.251) at level of significance (0.000). In addition, the analysis of online public relations (OPR) shows the significant impact of OPR on customers’ attitudes toward electronic products where (β = 0.128) at level of significance (0.003). The results of analysis also showed that online sales promotion (OSP) impacts significantly on customers’ attitudes toward electronic products where (β = 0.227) at level of significance (0.006), which also matches the results of (Jensen and Jepsen, 2007).
Marketers are recommended to enter into a coordinated constant dialogue with both internal and external audiences so as to get up-to-date feedback and evaluations of current and future potential channels, sub disciplines of E-IMC, and evaluation of their trustworthiness. In order to achieve utmost results, companies must adopt and integrate E-IMC into total IMC side by side, due to the acknowledged importance of both online and offline (tradition) marketing communications. Marketers need to further employ online trust enhancement techniques in a constant manner in online environments so that to open wider doors for E-IMC application, and to positively impact customers’ attitudes, behavioral intentions, as well as actual behaviors as part of trust management both online and offline.
Suleiman A.Al Khattab,As’ad H.Abu-Rumman,Ghadeer MethqalZaidan, (2015) E-Integrated Marketing Communication and Its Impact on Customers’ Attitudes. American Journal of Industrial and Business Management,05,538-547. doi: 10.4236/ajibm.2015.58053