Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/326380 
Year of Publication: 
2024
Citation: 
[Journal:] Cogent Business & Management [ISSN:] 2331-1975 [Volume:] 11 [Issue:] 1 [Article No.:] 2371070 [Year:] 2024 [Pages:] 1-16
Publisher: 
Taylor & Francis, Abingdon
Abstract: 
There is a growing need for small and medium-sized businesses (SMEs) to employ Integrated Marketing Communication (IMC) components to develop a robust brand-focused communications strategy given the present uncertain market circumstances and the consequent market volatility. For SMEs, the IMC pillars are crucial for building a robust strategic presence, which in turn improves company success. A descriptive cross-sectional study was employed to establish the link between IMC components and business performance. Data from 845 SME managers or owners were collected from India and were analyzed using PLS-SEM. The results show a strong correlation between the five dimensions of IMC performance and enhanced company performance. The results of the moderation analysis also show that Market Orientation has little effect on the connection between IMC features and Business Performance. In this article, we’ll look at how SMEs can improve their company performance plans by incorporating market orientation and integrated marketing communication (IMC). SMEs, especially those in the service industry, would benefit greatly from this study’s findings regarding the need to use this managerial approach to boost SME performance.
Subjects: 
Market orientation
service industry
small and medium- sized enterprises (sMes)
business performance
integrated marketing communication
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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