 The implementation of integrated marketing communication on retail business: Moslem consumers' perceptionsHarmon Chaniago and Yen Efawati International Journal of Business and Globalisation, 2022, vol. 30, issue 2, 187-206 Abstract: Some studies on integrated marketing communication have been done by researchers in large firms and SMEs. However, there have been only a few researchers who have concern on IMC, specifically on retail business. The purpose of this paper is to investigate the effect of IMC on retail business based on perception of Moslem consumers. The research used explanatory survey method with exploratory analysis. Total sample involved were 189 respondents and snowball sampling was used as sampling technique. The findings show that there were five determinants of IMC success from Moslem consumers' perception: communication program, advertisement, reinforced notions of consistency, goods price and product completeness. It has been proved that IMC's success in retail business was determined in the design and implementation processes, which should be in accordance with the most religion of the consumers. IMC implementation for Moslem consumers requires the application of Sharia principles such as: benefit, honesty, openness, friendship and mutual assistance in doing business. Keywords: integrated marketing communication; IMC; retail business; beneficial; honesty; openness; helping each other. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbglo:v:30:y:2022:i:2:p:187-206 Access Statistics for this article More articles in International Journal of Business and Globalisation from Inderscience Enterprises Ltd |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.