Moderating effect of customer relationship management on the relationship between electronic marketing and effectiveness of integrated model of marketing communication

Hanan Mohammad Almomani, Mohammad Izzat Alhalalmeh, Ghufran Saed Hijjawi, Mohammad Mousa Eldahamsheh and Sulieman Ibraheem Shelash Al-Hawary

International Journal of Business Information Systems, 2024, vol. 47, issue 1, 91-105

Abstract: The purpose of this study is to determine the moderating effect of customer relationship management in the relationship between e-marketing and the effectiveness of integrated model of marketing communication. Data were collected from 322 respondents through a questionnaire-based survey. Moreover, structural equation modelling (SEM) was used as an inferential statistical analysis technique to test the hypotheses of the study while determining the moderating effect along with path assessment and CFA. The result of this study revealed that there are significant effects of e-mail marketing, mobile marketing, social media marketing and customer relationship management on the effectiveness of integrated model of marketing communication. On the other hand, it was found that customer relationship management moderates the relationship between social media marketing and the effectiveness of integrated model of marketing communication. Based on these results, companies are recommended to consider the importance of e-marketing in elevating the effectiveness of integrated model of marketing communication and to consider CRM to increase the effect of social media marketing on the effectiveness of integrated model of marketing communication. Further studies should be conducted to confirm the results and retest the moderate effect of CRM using other samples from other industries.

Keywords: electronic marketing; customer relationship management; CRM; integrated model of marketing communication. (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=142192 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbisy:v:47:y:2024:i:1:p:91-105

Access Statistics for this article

More articles in International Journal of Business Information Systems from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().