E-Integrated Marketing Communication and Its Impact on Customers’ Attitudes

Abstract

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.