Integrate marketing communication and purchase decision: Evidence from the automobile industry in Vietnam
Main Article Content
Abstract
The study aims to analyze the impact of integrated marketing communication (IMC) on car purchasing decisions in digital marketing. The research model is based on social learning theory, integrated marketing communication, and purchasing decisions. The author interviewed 384 customers who bought cars in the showrooms of automobile brands in Vietnam. By descriptive statistical analysis tools, discovery factor analysis (EFA), scale reliability testing (CRA), affirmative factor analysis (CFA), and structural equation modeling (SEM), the results showed that there was a positive influence of direct marketing, word of mouth, advertising, sales promotion, personal selling, public relations to the decision to buy a car. Since then, the study offers policy suggestions so that each car business can focus on promoting media marketing and increasing revenue while bringing the characteristic value of each car brand to the Vietnamese automobile industry.
Article Details
Keywords
Automotive Industry, Digital marketing, Integrated marketing communication (IMC), Purchasing decision
References
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Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365.
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Tanner, J., & Raymond, M. A. (2010). Advertising, Integrated Marketing Communications, and the Changing Media Landscape. Flat World Knowledge.
Verma, M., Manoj, M., & Verma, A. (2016). Analysis Of The Influences Of Attitudinal Factors On Car Ownership Decisions Among Urban Young Adults In A Developing Country Like India. Transportation Research Part F: Traffic Psychology And Behaviour, 42, 90-103.
Yeboah, A., & Atakora, A. (2013). Integrated marketing communication: How can it influence customer satisfaction. European Journal of Business and Management, 5(2), 41-57.
Baumgartner, H., Homburg (1996), C.: Applications of Structural Equation Modeling in Marketing and Consumer Research: a review. International Journal of Research in Marketing 13(2), 139-161.
Belch, G. E., & Belch, M. A. (2003). Advertising and promotion: An integrated marketing communications perspective. The McGraw− Hill.
Churchill Jr, G. A. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16(1), 64-73.
Dahiya, R., & Gayatri. (2018). A Research Paper On Digital Marketing Communication And Consumer Buying Decision Process: An Empirical Study In The Indian Passenger Car Market. Journal Of Global Marketing, 31(2), 73-95.
Doll, W.J., Xia, W., Torkzadeh (1994), G.: A confirmatory factor analysis of the end-user computing satisfaction instrument, MIS Quarterly 18(4), 357–369.
Fill, C., & Jamieson, B. (2006). Marketing communications. Edinburgh: Edinburgh Business School Heriot-Watt University.
Hair et al. (2010), Multivariate Data Analysis, 7th edition. Inderscience Enterprises Ltd.
Hair Jr, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM). European Business Review.
Hair, J., Black, B., Babin, B., Anderson, R., & Tatham, R. (1998). Multivariate data analysis: Upper saddle river. NJ: Pearson prentice hall.
Kaijansinkko, R. (2003). Product placement in integrated marketing communications strategy. LUT University. https://urn.fi/URN:NBN:fi-fe20031411
Keller, Kevin Lane (1993), Conceptualizing, Measuring, and Managing Customer-Based Brand Equity” Journal of Marketing, 57 (1), 1–22.
Kink, N., & Hess, T. (2008). Search engines as substitutes for traditional information sources? An investigation of media choice. The Information Society, 24(1), 18–29.
Kitchen, P. J., & Burgmann, I. (2015). Integrated marketing communication: Making it work at a strategic level. Journal of Business Strategy, 36(4), 34-39.
Kliatchko, J. (2008). Revisiting the IMC construct: A revised definition and four pillars. International Journal of Advertising, 27(1), 133-160.
Kotler, P., Kartajaya, H., Setiawan, I. (2017). Tiếp thị 4.0: Dịch chuyển từ truyền thống sang công nghệ số (phiên bản 6). Dịch từ tiếng anh. Người dịch: Nguyễn Khoa Hồng Thành, Hoàng Thuỳ Minh Anh, Nguyễn Quỳnh Như, 2018. TP Hồ Chí Minh, NXB Trẻ.
Kotler, P., Kartajaya, H., Setiawan, I. (2018). Tiếp thị 4.0: Dịch chuyển từ truyền thống sang công nghệ số (phiên bản 6). Dịch từ tiếng anh. Người dịch: Nguyễn Khoa Hồng Thành, Hoàng Thuỳ Minh Anh, Nguyễn Quỳnh Như, 2018. TP Hồ Chí Minh, NXB Trẻ.
Kotler, P. (2009). Marketing management: A south Asian perspective. Pearson Education India..
Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. Educational and Psychological Measurement, 30(3), 607-610.
Ludwig, S., De Ruyter, K., Friedman, M., Brüggen, E. C., Wet- zels, M., & Pfann, G. (2013). More than words: The in u- ence of a ective content and linguistic style matches in online reviews on conversion rates. Journal of Marketing, 77(1), 87–103.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365.
Miremadi, A., Samsami, M., & Qamsari, A. E. (2017). The Study of Influential Integrated Marketing Communication on Iranian Consumer Buying Behavior for Imported Branded Cars: Datis Khodro. International Business Research, 10(12), 148-158.
Muhanji, E. M., & Ngari, M. B. (2015). Influence of Integrated Marketing Communication and Sales Performance of Commercial Banks in Kenya. International Journal of Scientific and Research Publications, 3(1), 234-267.
Nunnally & Burnstein (1994). Calculating, Interpreting and Reporting Cronbach’s Alpha Reliability Coefficient for Likert-Type Scales. Retrived from http://scholarworks.iupui/bitstrea m/ha ndle/1805/344/Gliem%20&%20Gliem.pd f?Seque nce=1
Oluwafemi, O. J., & Adebiyi, S. O. (2018). Customer loyalty and integrated marketing communications among subscribers of telecommunication firms in Lagos Metropolis, Nigeria. Journal of Competitiveness, 10(3), 101-118.
Puspanathan, C. A., Wen, E. Y., Ni, L. K., Hui, L. T., & Yee, L. X. (2021). The Role of Integrated Marketing Communication On Consumer Decision-Making Process: Peranan Komunikasi Pemasaran Bersepadu terhadap Proses Membuat Keputusan Pelanggan. Sains Insani, 6(1), 173-184.
Stelzner, M. A. (2009). Social Media Marketing Industry Report. USA: WhitePaper Source.
Sualang, F. D. (2015). The Influence Analysis of Integrated Marketing Communication Mix on Consumer Purchasing Decision-Study Case of Pt. Multi Citra Abadi. Jurnal Berkala Ilmiah Efisiensi, 15(5), 496-665.
Tanner, J., & Raymond, M. A. (2010). Advertising, Integrated Marketing Communications, and the Changing Media Landscape. Flat World Knowledge.
Verma, M., Manoj, M., & Verma, A. (2016). Analysis Of The Influences Of Attitudinal Factors On Car Ownership Decisions Among Urban Young Adults In A Developing Country Like India. Transportation Research Part F: Traffic Psychology And Behaviour, 42, 90-103.
Yeboah, A., & Atakora, A. (2013). Integrated marketing communication: How can it influence customer satisfaction. European Journal of Business and Management, 5(2), 41-57.
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