The Mediating Effect of Advertising and Sales Promotion on the Relationship Between Consumer Trends and Marketing Effectiveness in Telecommunications Companies in Jordan
Journal Title: International Journal of Sales & Marketing Management Research and Development (IJSMMRD) - Year 2019, Vol 9, Issue 1
Abstract
The aim of this study is to investigate the mediating effect of advertising and sales promotion on the relationship between consumer trends and marketing effectiveness in telecommunications companies operating in Jordan. The study also attempts to determine whether demographic variables (age, gender, qualifications, experience, and career level) play a role in mediating the effect of IMC on the relationship between consumer trends and marketing effectiveness. The researcher used quantitative method and collected the data using the field survey method. Telecommunications companies operating in Jordan (Orange, Umniah, and Zain) have been selected as the study population of this research. The questionnaire was distributed to 540 respondents comprising of marketing managers, sales managers, and information systems and coordinators. A total of 308 sets of questionnaires returned were valid for the analysis, a response rate of 57%. The findings showed that there is a mediating effect of IMC on the relationship between marketing effectiveness and consumer trends due to the advertising and sales promotion as important dimensions of integrated marketing communications in the Jordanian marketing environment.
Authors and Affiliations
Dr. Bader Ismaeel, Dr. Barjoyai Bardai
Keywords
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- EP ID EP603272
- DOI 10.24247/ijsmmrdjun20196
- Views 101
- Downloads 0
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