EFA | CFA | ||||
---|---|---|---|---|---|
Constructs | Factor loadings | Cronbach's alpha | Composite reliability (CR) | Average variance extracted (AVE) | |
IMC consistency (IMC_co) | IMC1 | 0.805 | 0.914 | 0.931 | 0.660 |
IMC2 | 0.790 | ||||
IMC3 | 0.850 | ||||
IMC4 | 0.831 | ||||
IMC5 | 0.834 | ||||
IMC6 | 0.769 | ||||
IMC7 | 0.805 | ||||
IMC interactivity (IMC_i) | IMC9 | 0.824 | 0.836 | 0.931 | 0.672 |
IMC10 | 0.845 | ||||
IMC11 | 0.742 | ||||
IMC12 | 0.862 | ||||
IMC connectivity (IMC_cn) | IMC13 | 0.906 | 0.854 | 0.911 | 0.774 |
IMC14 | 0.857 | ||||
IMC15 | 0.876 | ||||
Product Satisfaction (PS) | PS1 | 0.854 | 0.906 | 0.934 | 0.781 |
PS2 | 0.883 | ||||
PS3 | 0.920 | ||||
PS4 | 0.877 | ||||
Satisfaction with Retail Service (SR) | SR1 | 0.890 | 0.931 | 0.948 | 0.783 |
SR2 | 0.890 | ||||
SR3 | 0.879 | ||||
SR4 | 0.892 | ||||
SR5 | 0.873 |
IMC_cn | IMC_co | IMC_i | PS | SR | |
---|---|---|---|---|---|
IMC_cn | 0.880 | ||||
IMC_co | 0.701 | 0.812 | |||
IMC_i | 0.677 | 0.759 | 0.820 | ||
PS | 0.571 | 0.648 | 0.587 | 0.884 | |
SR | 0.572 | 0.682 | 0.650 | 0.811 | 0.885 |
Saturated model | Estimated model | |
---|---|---|
SRMR | 0.049 | 0.085 |
d_ULS | 0.664 | 1.999 |
d_G | 0.427 | 0.556 |
Chi-square | 639.290 | 760.872 |
NFI | 0.868 | 0.842 |
SEM path | β-value | -value | Result | |
---|---|---|---|---|
IMC_co → PS | 0.398** | 0.000 | Supported | |
IMC_co → SR | 0.400** | 0.000 | Supported | |
IMC_i → PS | 0.161 | 0.072 | Rejected | |
IMC_i → SR | 0.275** | 0.003 | Supported | |
IMC_cn → PS | 0.183* | 0.020 | Supported | |
IMC_cn → SR | 0.105 | 0.172 | Rejected |
OCE | Do you have experience making a purchase decision using a combination of online and offline communication channels (e.g. searching online and then buying from an offline store or searching from an offline store and then buying online)? Answer: Yes/No |
( , 2020; , 2020) | |
IMC1 | Company's communication message keeps consistent in all the visual components (e.g. logo/trademark, advertisement design, web page style, etc.) to maintain how receivers perceive them |
IMC2 | Company's communication message maintains consistency in all the linguistic components (e.g. slogan, promo texts, brochures, etc.) to maintain how receivers perceive them |
IMC3 | Company's communication messages through all media channels (both online and online) are coordinated carefully to maintain how receivers perceive them |
IMC4 | Descriptions of products are integrated across different channels |
IMC5 | The information about products is integrated across different channels (both online and offline) |
IMC6 | The launch of new products is synchronous across different channels (both online and offline) |
IMC7 | The information about services is integrated across different channels (both online and offline) |
( , 2017) | |
IMC9 | The company promotes the creation of special programs to facilitate my inquiries and complaints about the company's products and service |
IMC10 | High availability of fast and customer-friendly responses to questions and complaints to clarify the confusion with the communication message perceived by receivers |
IMC11 | Company's communication messages keep consistent between product and service messages, deriving from the experience of dealing with the organization, its staff, agents and products |
IMC12 | I perceive that the communications with the company are reciprocal and facilitate establishing a trust-based and ongoing dialogue |
( 2020) | |
IMC13 | I can check inventory status across different channels |
IMC14 | I can query commodities information across different channels |
IMC15 | I can check offline inventory through different online channels |
( , 2020) | |
PS1 | My decision to purchase a product/service from (Brand) was a wise one |
PS2 | I feel good about my decision to purchase (Brand’s) product |
PS3 | I am pleased that I purchased the product from the (Brand) |
PS4 | If someone asks me, I will positively respond about the (Brand) |
( , 2020) | |
SR1 | My feelings towards the retailer are very positive |
SR2 | I feel good about choosing this retailer for the offerings I am looking for |
SR3 | Overall, I am satisfied with this retailer and the service it provides |
SR4 | I feel satisfied that this retailer produces the best results that can be achieved for me |
Disclosure statement: The authors reported no potential conflict of interest.
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This research has been conducted within the fundamental research project “Transformation of Marketing Strategies for Customer-Oriented Business in the Global Digital Economy” as a part of the HSE Graduate School of Business Research Program in 2021-2023 (Protocol No.23 dd 22.06.2021 of the HSE GSB Research Committee).
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Marketing is an integral part of every organization and the term marketing communications was initially seen to be a managerial task. Most marketing communication methodologies are focused on advertising, sales promotion, direct marketing and public relations. The new technological innovations provide an opportunity to enhance the visibility products and promotions. Further, they actively engage consumers through various media. Due to the continuous development and innovations in the digital media the original proposal of IMC framework has become partially or fully obsolete. The main objective of this paper is to evaluate the theoretical review of IMC during the last decade.
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Home > honors > Honors Theses > 86
Integrated marketing communications and the role of public relations, additional departmental affiliation.
Marketing and Sales
Jennifer Lynch , Western Kentucky University
Integrated Marketing Communications is new and exciting. It's what's happening with communications today. However, as some define IMC in current literature, it cannot be a substitute for public relations, advertising, and marketing. Other definitions, though, seem to be more inclusive of all three functions. IMC combines a number of communication methods, but it is often flawed in scope. Experts' definitions differ, and IMC won't succeed to its fullest potential until there is more agreement among communicators. IMC is a whole new way of thinking, and may be more appropriately called Integrated Communications. It is a conglomeration of communication techniques and involves a receiver focus rather than a product focus. Organizations like Saturn, Hallmark, and Southwest Airlines provide examples of the possible success when using Integrated Marketing Communications. IMC is already integrated into the industry, although its spread depends upon practitioners who understand the value of integrating responsibilities and eliminating professional boundaries.
Business and Corporate Communications | Marketing
Lynch, Jennifer, "Integrated Marketing Communications and the Role of Public Relations" (1996). Mahurin Honors College Capstone Experience/Thesis Projects. Paper 86. https://digitalcommons.wku.edu/stu_hon_theses/86
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INTEGRATED MARKETING COMMUNICATION Dissertation submitted to Selinus University of Sciences and Literature, School of Business and ... "I do hereby attest that I am the sole author of this project/thesis and that its contents are only the result of the readings and research I have done". The dissertation titled "Study
Keywords: Integrated Marketing Communications, IMC, automotive . Contents 1 Introduction 1 1.1 Background 1 1.1 Research objectives and questions 2 1.2 Structure overview 2 ... This thesis has six parts: introduction, IMC literature review, research methodology, limitations of the thesis, discussion and findings, and conclusion. ...
Integrated Marketing Communication (IMC) is not a new concept as it has emerged as early as 1980's. Since then IMC has developed into one of the most influential mana- ... The research question being raised in this thesis is: How marketing communication instruments and medias should be integrated to achieve best value through synergy?
The term integrated marketing communication (IMC) first appeared as the concept of applying consistent brand messaging across diverse media channels and platforms in the late 20th century. Primarily the IMC model was created to address the need for businesses to provide consumers with reasonably standard advertising and makes the recommendation ...
Integrated marketing communications. There is now acceptance by most academics and practitioners that IMC is the most effective process to adopt in the present complex multi-channel digital environment (Child, Citation 2012; Keller, Citation 2016) and there is growing evidence that IMC results in a strong positive impact on brand and financial performance (Luxton, Reid, & Mavondo, Citation ...
This Undergraduate Thesis is brought to you for free and open access by the Honors College (Sally McDonnell Barksdale Honors College) at eGrove. It has been accepted for inclusion in Honors Theses by an authorized ... Ensuring Brand Activism In Integrated Marketing Communication Campaigns Resonates With Millennial Consumers
undergraduate integrated marketing communications degrees in the United States. This thesis work defines integrated marketing communications, and also describes the history, in order to fully understand the role of undergraduate integrated marketing communications programs. The population is defined as undergraduate programs at universities ...
Thesis title: Social media in an integrated marketing communication strategy Pages (of which appendices): 58 (4) Date: 12.02.2012 Thesis instructor: Anthony Okuogume The objective of this research work is to find out how to integrate social media in Off-Road's Finnmark marketing communications. One of the aims of this research is
1 Introduction. Integrated marketing communication (IMC) emerged during the late twentieth century and its importance has been growing ever since (Grove, Carlson, and Dorsch, 2002; Cornelissen, 2001; Hartley and Pickton, 1999).Owing to the impact of information technology, changes came about in the domains of marketing and marketing communications which led to the emergence of IMC (Kitchen et ...
This study reviewed three customer-perceived components of integrated marketing communications (IMCs): consistency, interactivity and connectivity, as predictors of positive customer evaluation (product and retail service satisfaction).,The customer data from 260 surveys were analysed using structural equation modelling (SEM).
List of dissertations / theses on the topic 'Integrated Marketing Communications Models'. Scholarly publications with full text pdf download. Related research topic ideas. ... adaptation for implementing integrated marketing communications: A case study of the corporations with high-level integrated marketing communications." Thesis, 1999 ...
The marketing mix management paradigm has played an influential role in the development of marketing theory and practice; and it has dominated marketing thought and research since its introduction (Goi, 2009:2). The initial four elements or 4P's of the marketing mix included: product, price, promotion (marketing communication) and place.
The increased usage of social media forced the brands to integrate social media in their marketing communication channel, as it becomes the need of the hour, as it determines overall brand ...
Abstract --- A plethora of research on Integrated Marketing Communication (IMC) has significantly made an impact. on the marketing corpus. Nevertheless, there is still a lack of review on the ...
Grein, A. F. and Gould, S. J. (1996)1 are among the early investigators of IMC for international communication do have develop a modified concept of globally integrated marketing communications. To define globally integrated marketing communications, three definitions of integrated marketing communications are considered and modifications offered.
The approach to marketing communication (see chapter 2, 2.3 & 2.4) has made a significant shift in the past two decades. Both academics and marketers have given credit to a relatively new holistic view known as integrated marketing communication (the broad view of marketing). The broad view of marketing
The thesis's theoretical framework covers all concepts and terms regarding big idea generation in an IMC campaign to gain a general picture. The result of the research question is "Đừng mù đường", or "Don't get lost." Keywords Integrated Marketing Communication (IMC), digital marketing, Edunation, Pathway,
The document discusses the challenges of writing a thesis on integrated marketing communication (IMC). It explains that crafting a comprehensive thesis on this topic requires an in-depth understanding of various marketing principles, communication strategies, and their integration across different channels, which makes it a difficult process. It also notes that every step of the thesis writing ...
Lynch, Jennifer, "Integrated Marketing Communications and the Role of Public Relations" (1996). Mahurin Honors College Capstone Experience/Thesis Projects. Paper 86. Integrated Marketing Communications is new and exciting. It's what's happening with communications today. However, as some define IMC in current literature, it cannot be a ...
integrated marketing communications (IMC), align them with various components of marketing communication planning process, and finally provide a comprehensive IMC plan for the chosen organisation. The primary research, conducted for this study, aims at identifying the perceptions of charities in St.Petersburg and use the findings for
This thesis comprises three essays and investigates complex effects of integrated marketing communications, using advanced statistical and econometric models. The first essay focuses on the measurement of complex multi-media communications effects such as thresholds, saturation levels and cross-media synergies.
The document discusses the challenges of writing a thesis on integrated marketing communication (IMC). It notes that synthesizing various theories and case studies into a cohesive argument, maintaining a balance between theoretical and practical insights, and managing the extensive time and effort required are among the biggest hurdles for students. Additionally, juggling academic and personal ...
This study supports CoreFinland Ltd's sales and marketing activities. Thesis offers suggestions for the case company for Vege Chips' promotion using the integrated marketing approach. Theoretical part of this study is based on a wide literature review. Overall, the marketing communication campaign for the CFL is created on a