Albuhayji, Suliman (2024) The Impact of Integrated Marketing Communication and Information Management Capability on Brand Performance in Saudi Arabia. PhD thesis, Victoria University.

Abstract

Recent studies have shown increased awareness and performance in integrated marketing communication (IMC) by companies because of its positive effect on brand performance (BP). Although businesses, and marketing managers in particular, are aware of the prominence of information management (IM), and despite the technological revolution we are experiencing in the current era, several signs indicate a gap between marketing and information technology (IT) units. This hinders the achievement of full IMC integration. Additionally, there is a lack of studies highlighting the integration gap between IMC and IM in recent years. Failure to understand the integration barriers between the two elements certainly poses a threat to brand performance. Contemporary terms such as IM capability in the IM science have not been investigated its impact on IMC, especially in the Middle East and Saudi Arabia in particular. This study provides theoretical and practical contributions that serve researchers and managers interested in solving the challenges facing marketing communication, such as information overload, information security and information integration. A neoteric concept that has emerged in IM science is IM capability. This relates to the organisation's ability to face these obstacles by providing accurate, reliable, secure and confidential data. This research sought to understand the effect of IM capability on the relationship between firm-wide IMC and BP and the extent to which IM capability aids in achieving higher levels of IMC integration. It also aimed to understand this effect according to the different perceptions of marketing and IT managers. This study developed a comprehensive theoretical conceptual framework to test the impact of IM capabilities on the relationship between firm-wide IMC and BP. Four main hypotheses were proposed to test the conceptual framework. Three out of four hypotheses were supported by the data. Hypothesis 3, which proposed that the relationship between firm-wide IMC and BP is weaker under conditions of low IM capabilities and stronger under conditions of high IM capabilities, was not supported. A quantitative method based on an online questionnaire was employed for data collection. To understand the influence of the relationships between firm-wide IMC, IM capability and BP, marketing and IT senior managers with three or more years of experience in their positions working in the private sector in Saudi Arabia were targeted. This study was able to obtain an appropriate sample of 313 senior managers in marketing and IT. The structural model was analysed to test the hypotheses using the PLS-SEM technique, relying on higher-order constructs of firm-wide IMC, IM capability and BP. The analysis produced satisfactory results for the lower and higher constructs. The two stages method was used for the analysis, with the first stage reporting the items' measurements and the second stage clarifying the results based on the structural level. Exploratory factor analysis was implemented to test reliability, validity, and convergent validity. In addition, several tests were used to ensure discriminant validity, such as cross-loadings, the Fornell-Larcker criterion, and the HTMT ratio. The results of this study support the argument that firm-wide IMC, including message consistency, interactivity, stakeholder-centred strategic focus and organisational alignment have significant and positive effects on BP for private companies in Saudi Arabia. It also supports the claim that IM capability, with its four dimensions (information gathering, information processing, information access, and identification and distribution of information), has a positive influence on BP. This study found that the effective use of the two strategies of firm-wide IMC and IM capability enhances BP. However, the study also found differences in the effects of firm-wide IMC, IM capability and BP between marketing managers and IT departments. For instance, the marketing group indicated that IM capability affects the relationship between firm-wide IMC and BP, while the IT group did not. This study also provides a deep understanding of the resource-based view (RBV). It found that firm-wide IMC supports the achievement of competitive advantage. In addition, this research identifies the positive effects of IM capability in accomplishing a competitive position. Furthermore, this study sheds light on the importance of clear legislation regarding the use of data, finding that the lack of transparency in data management policies inhibits the implementation of firm-wide IMC and IM capability strategies. This study also emphasises that senior managers play vital roles in the success of these strategies. Finally, it can be concluded that employing competent managers, developing their skills and setting appropriate policies can assist in the prosperous performance of firm-wide IMC and IM capabilities.

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