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DETERMINATION FACTORS OF ONLINE MARKETING AND INTEGRATED

MARKETING COMMUNICATION EFFECTIVENESS ON THE ORGANIZATION
MARKETING STRATEGIES

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 Turkish Journal of Physiotherapy and Rehabilitation; 32(3)
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DETERMINATION FACTORS OF ONLINE MARKETING AND

INTEGRATED MARKETING COMMUNICATION EFFECTIVENESS ON
THE ORGANIZATION MARKETING STRATEGIES

Monisha A/P Arumugam1, Masri bin Abdul Lasi2, Khairun Nisa Mustaffa Halabi3,
Mustaffa Halabi Azahari4
1,2,3,4
City Graduates School, City University, Malaysia
Email: monisha.arumugam@city.edu.my, 2masri.abdullasi@city.edu.my,
1
3
khairun.mustaffa@city.edu.my, 4drmustaffa.azahari@city.edu.my

Abstract: This study aims to determine the effectiveness of online marketing strategies and as
well as the role of integrated marketing communication towards the effectiveness of online
marketing strategies. This paper will analyze either the online marketing strategy effect, or the
trending online marketing, the role of online marketing, and as well as the role of integrated
marketing communication. Marketing function have been a modified the procedure by which the
administration interacts in online marketing that implements the integrated marketing
communication to identify the existing and potential consumers and raise profits and minimize
the expenses of reaching customers through online marketing. The results of the study represent
the effectiveness of online marketing and the co-action of integrated marketing communication
effectiveness towards online marketing strategies.
Keywords: Online Marketing, Integrated Marketing Communication Mix, Marketing Mix,
Marketing Strategies.

I. Introduction

Marketing is one of the most critical things that any corporate companies carry out over time,
however, the technological revolution that has changed the way of how companies operate and
the market of their products or services and communicate with their customers has evolved over
time (Natali and Terlizzi, 2021). Within the marketing area, there is no question that the
company, to improve its retention and at the same time the market value of the organization,
must be aware of the optimal approach to customize and develop strong ties with them (Lasi et
al., 2021). In this way, researchers and scholars have chosen the best possible way to reach the
highest level of communication with customers. It has been recommended that the effectiveness
of online marketing strategy plans supports companies’ in terms of its products and services, by
sending clear, consistent, and complementary messages that are ultimately intended to turn
prospects into customers (Camilleri M.A.,2018).
The wide-ranging trend explored in the dissertation research study was strategy formulation,
strategy implementation, and online marketing communication results by companies (such as
corporations, businesses, and enterprises) to the subject, reach out to, and connect to promote and
sell products to the market (both domestic and foreign markets). More specifically, the focus was
on using the online marketing approach to integrated marketing communications (IMC) (Abdul
Lasi & Rahim, 2021). For example, IMC and online marketing communications facilities. This

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effort resulted in the creation of an integrated marketing communication system, which was the
primary focus of conceptual and empirical research.
The study focused on the dimensions of the effectiveness of online marketing strategies. In the
current study, the author has identified these variables and acknowledged their effect on the
efficiency of Internet - based marketing. From another viewpoint (Demers, 2017), the idea of
online commercialization has gathered between IMC and the idea of online marketing that
integrated marketing communications play their part in enhancing the efficiency of marketing
plans and strategies. Thus, beginning from previous studies, the current study says: "Internet
marketing efficiency is statistically influenced by IMC." The study's variables (communication
message, mass, media advertising, promotions, direct marketing, public relations, and online
marketing) were related to this claim. In Keller, K. L. (2017). One of those variables was used,
while other variables were used in various studies, Azahari Jamaludin, et. al (2018).
The organization's strategic strategies to gain a competitive advantage in today's dynamic market
environment must incorporate one or more elements of information technology. This is partly
because it enables an integrated and coordinated mechanism for sharing information among
partners and audiences involved in the implementation of the strategy. As Preeti (2018)
concluded, information technology has revolutionized the mechanism by which the business
communicates to both current and prospective customers, which increases the return on
investment, and decreases the cost of reaching out to customers. Cerretani et al., (2016) argued
there is information to show that a controlled quantity of the population has approached the
Internet from the place they are, yet, little is known if people in this area incorporate this
technology into their research and learning.
The incorporated marketing communication is therefore characterized as an organizational effort
to integrate, combine, synthesize, and merge the different elements of the marketing mix to
enhance each other's communication channels for optimum performance. The sum is greater
than their parts, provided they speak with one voice at all times (Orasmäe, 2017). Orasmäe's
view (2017) that IMC is a marketing approach that incorporates all forms of marketing tools to
work together in a harmonized and cost-effective manner rather than in isolation. As such, the
authors noted that, for an effective marketing communication strategy, the IMC must follow a
number of steps, including the identification of a specifically defined audience, the definition of
communication goals and objectives, the creation of a message, the planning of an integrated
communication strategy and the development of a structure that clearly an organizational
message to the audience. (Ghazalle and Lasi, 2021).
Meanwhile, the integrated marketing communication (IMC) is a marketing concept that ensures
that all forms of communication and communications are closely linked together. At its most
basic level, integrated marketing Communication or IMC means integrating all promotional tools
in such a way that they perform together in cooperation (Masri bin Abdul Lasi & Rahim, 2021).
Promotion is one of the P’s of the marketing mix. Promotion has its own set of communication
devices (Masri bin Abdul Lasi & Man, 2020). All these communication tools work better if they
work together in harmony rather than in isolation. Business organizations these days are facing
increasingly competing difficulties domestically and internationally.
Business industries need a new method for marketing that is radically different from traditional
marketing methodologies that have been used in the past, as traditional marketing methods are
now starting to become obsolete (Lasi et.al 2021). The companies are facing difficulties in using
traditional marketing tools and are in need of something more effective and far reaching. This

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research aims to provide answers to these problems by examining the positive and negative
impact of the internet on integrated marketing communication in Malaysia.
In this research, the question is answered: how can the effectiveness of online marketing
strategies improve the trending and role of online marketing and the role of the integrated
marketing communication of institutions in achieving the target audience? Response to this
question is important because it will provide the organization's information about the online
marketing strategies step-by-step process of implementation, and the expected outcome.
Research will be undertaken specifically to respond to the following questions of research:
1. To what degree will trending online marketing be effective in achieving the effectiveness
of online marketing strategies?
2. To what degree is the role of online marketing is in achieving the effectiveness of online
marketing strategy?
3. How effective can the role of integrated marketing be in achieving the effectiveness of
online marketing strategy?
The objective of this study is to the role of online marketing, the role of integrated marketing,
communication, and trending of online marketing in achieving the effectiveness of online
marketing. The marketing concept that ensures the trend of online marketing forms of
communication and messages are carefully linked together. At its most basic level, integrated
marketing communication or IMC means integrating the promotional tools, so that they work
together in harmony (Camilleri M.A.,2018) . All of these communication tools work better if
they work together in harmony rather than in isolation. Their sum is greater than their parts-
providing they speak consistently with one voice the time, every time. The guiding objectives of
the study are derived from the overall guiding research question. As such, the aim of this
research is to explore the extent of the impact of online marketing and to improve the
effectiveness of integrated marketing communication in reaching the target audience. Research
must aim to achieve the following specific objectives:
1. Determining the degree to which the role of online marketing can be effective in achieving
the effectiveness of online marketing strategies.
2. Exploring the degree to which the role of integrated marketing communication can be
effective in the effectiveness of online marketing strategies.
3. To determine the trending of online marketing in achieving the effectiveness of online
marketing strategies.
The justification of this study is to be able to measure, monitor, assess, and evaluate the
performance of advertising agencies and corporate companies and decide whether there are
justifications for the resources spent in the online marketing strategy. It gives the organization
more profit maximization and cost minimization as the organization spends on what matters
most on the most important customers or audiences (Michael J. Valos, Vanya, Louise
Maplestone, M. J. P. & M. E 2016). The fact that online marketing offers the company the
opportunity to speak with a consistent voice across various platforms in the global market that
makes it easy for the general public and existing customers and determines the objectives of the
organization to promote their decision- making on organizational products (Wanrudee, T. &
Xiaobing, L., 2018).

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II. Literature Review

2.1 Role of Online Marketing in achieving the effectiveness of online marketing strategy
Online marketing has been characterized in various ways based on certain factors. In this section,
the researcher will include a summary of the common concepts of online marketing strategies
and what makes every of them different (R. Taylor, 2020). The most common definition of
online marketing is given by the American Association of Advertising Agencies. The Company
describes online marketing as "a marketing communications preparation term that recognizes the
added value of a comprehensive plan, and the considers the strategic positions of a broad range
of marketing disciplines- general advertising, direct response, revenue promotion and public
relations– and segregates these disciplines to ensure transparency, continuity and optimal
communication impact". Their definition sees a comprehensive marketing plan, incorporates not
only the basic four promotional resources but just other marketing resources to create a coherent
and cohesive online marketing plan that drives the company product (Joghee, 2021). M bin
Abdul Lasi, SM Salim (2020) was discussed on the Conceptual Framework (CF). CF
investigates the impact of e-marketing on integrated marketing communication. The necessary e-
marketing formula of 2P + 2C + 3S was emphasized and discussed by the researchers
(personalization, privacy, customer service, community, site, security, and sales promotion).
With an E-marketing approach, this function has transformed how the business communicates
with existing and prospective customers, increases investment returns, and lowers the cost of
reaching customers.
Their definition is unique within that they see online marketing as a marketing plan and not just a
tool. The marketing plan works better together to achieve the desired result. Rodney G. Duffet &
Myles Wakeham (2016) noted that the definition of digitization has brought a revolutionary
change in data management, media management, and finally in business. This concept focuses
on the method of bringing information to clients or prospective customers and how this improves
consumer purchasing behaviour for a product or service.
First hypothesis, H1: The role of online marketing communication is successful in achieving the
effectiveness of online marketing strategies.

2.2 Role of Integrated Marketing Communication in achieving the Effectiveness of Online

Marketing Strategy
Marketing communications messages are delivered through one or more media, such as print,
radio, television, direct mail, and personal sales (Kotler & Keller, 2016). A marketing
communication concept was published by the American Marketing Association in 2016 as"... an
organizational function and a set of processes for creating , communicating and delivering value
to customers and managing customer relationships in ways that benefit the organization and its
stakeholders "(Rialti, R., Zollo, L., Pellegrini, M. M., & Ciappei, C. 2017).
Another definition was found which states "the means by which firms attempt to inform,
persuade, inspire, and remind consumers–directly or indirectly–of the products they sell"
(Vrender, 2016). Since the previous concept published in 2004 by AMA (American Marketing
Association) was argued to be too specific to describe the broad approaches that are used today
in marketing and communication practice, in 2017 AMA published another more recent and
updated version of the operation, collection of organizations, and processes for creating ,
communicating , delivering, and exchanging offerings that it did. The forms or channels of
communication are the main link between marketing communication and integrated marketing
communication. Michael J. Valos, Vanya Louise Maplestone (2017).

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Second hypothesis, H2: The role of integrated online communication is effective in achieving the
effectiveness of online marketing strategies.

2.3 Trending Online Marketing in achieving Effectiveness of Online Marketing Strategy

Orasmäe A. (2017) defined IMC as "a concept of marketing communication planning that
integrates and evaluates the strategic role of different communication disciplines in order to
achieve clarity, consistency and greater impact". In the early years of IMC, given the opinions of
many advocacy directors that advertising offices might not have been the strongest arranging
impetus for IMC, they played a noteworthy role in giving and coping with these underlying
attempts to organize advertisement correspondence (Ahmad & Lasi, 2020) . In this new range of
IMC, numerous vast advertising departments and workplace meetings have been very diverse.
Significant organizations have tried to address this problem in a variety of ways (Creswell,
2016).
Numerous organizations have set up projects to teach administrators about IMCs. Prior to its
split within 1995, Lintas Campbell-Ewald, a subsidiary of the Interpublic Group of Companies,
had provided a wide - ranging IMC preparation program for its center and upper-level managers
for a long time. Leo Burnett, one of the early pioneers in the field of IMCs, has introduced
another streamlined structure and correspondence system. The goal was for the bulk of Burnett 's
workers to go to 6-day class after 2000 or more US jobs. Real advertising agencies may have
started to be moderate or even incorrect; however, there is no question that they tend to be based
on them "(Rialti, R., Zollo, L., Pellegrini, M. M., & Ciappei, C. 2017).
Third hypothesis, H3: The marketing strategy were used to measure the performance of online
marketing communication.

III. Research Methodology

This study employs a nonprobability purposive sampling procedure. Based on the input
parameters of power of 0.80, an α of 0.05, medium effect size (f2), and three predictors for the
model, G*Power (Faul, Erdfelder, Lang, & Buchner, 2007; Faul, Erdfelder, Buchner, & Lang,
2009) priori power analysis showed that the proposed sample size needed for the model is 77.
The data gathered for this study is 435 and useable is 393. Before embarking on data analysis,
the G*Power (Faul et al., 2007, 2009) post hoc power analysis showed that 393 useable datasets
yield a power of 0.9999 for the three predictors, which is further than the threshold of the
suggested power of 0.80. Therefore, the 393 datasets gathered have the required power to reject
the null hypothesis (Faul et al., 2007).
The statistical software of Smart PLS 3.3.3 (Ringle, Wende & Becker, 2015) were employed for
the measurement model and SPSS process were employed to conduct the study’s hypothesis. The
presentation of data analysis starts by examining the reliability and convergence and divergent
validity of the measurement model. Once the measurement model is verified according to the
recommended threshold, the study proceeded to examine the structural model and answer the
hypotheses.

IV. Data Analysis

Study data were evaluated by employing variance-based SEM software, i.e., Smart PLS 3.3.3 to
examine the measurement models and structural models. Variance-based SEM software were
employed to calculate the relationship between the constructs of the study model. As proposed

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by Hair Hollingsworth, Randolph, & Chong (2017), this study examine data normality by
looking at multivariate skewness and multivariate kurtosis. The result indicated that Mardia’s
multivariate skewness (b = 9.465, p<0.01) and Mardia’s multivariate kurtosis (b = 31.432,
p<0.01), hence this study decided to used nonparametric analysis software, i.e., Smart PLS.

4.1 Demographic Profile

Table 1 illustrates the profile of the respondents who participated in the survey. This study is
embraced of 393 respondents. Before the data collection occurred, the respondents were
informed and explained the purpose of the study. The descriptive statistics indicate that the
majority of respondents were male (55.5%), the largest age group was represented by the 36-40
years old range (32.1%), while most of the respondents in this study are married (60.8%). By
ethnicity, the majority of them were Malays which accounted for 47.1 percent, followed by
Chinese (31.8%) and Indian (21.1%). As for education background, the largest education cluster
was denoted by the doctorate holder (54.2%), and most respondents served and work in the
marketing industry and already served more than 10 years (67.4%).

Table 1: Demographic Profile of Respondents

Items N: 393
Frequency Percentage
Gender
Male 218 55.5
Female 175 44.5
Age
20-25 16 4.1
26-30 29 7.4
31-35 52 13.2
36-40 126 32.1
41-45 74 18.8
46-50 96 24.4
Marital Status
Single 154 39.2
Married 239 60.8
Ethnicity
Malays 185 47.1
Indian 83 21.1
Chinese 125 31.8
Education
Bachelor’s Degree 17 4.3
Master’s Degree 163 41.5
Doctorate 213 54.2
Years of Experience in Marketing
Less than 5 years 90 22.9
5 to 10 Years 38 9.7
More than 10 years 265 67.4

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4.2 Common method variance

Common method variance (CMV) issue is raised when data are accomplished from a single
source and respondents answered to both exogenous and endogenous at the same time.
According to Podsakoff, MacKenzie & Podsakoff (2012), single source data could trigger the
issue of CMV. To overcome the issue of CMV, this study suggested the statistical method
proposed by Kock (2015) to examining the full collinearity. Table 2 denotes the examination for
the test. Full collinearity method regresses the variables to a common variables. Table 2 shows
that the variance inflation factor (VIF) for Effectiveness online marketing strategy is (2.867),
Role of online marketing (2.305), Role of integrated marketing communication (5.084), and
Trending online marketing (2.573). Full collinearity method generated a VIF of 5 variables and
less than 5 for other constructs (Hair, Ringle & Sarstedt, 2011), thus single-source bias is not a
threat to this study model.

Table 2: Full collinearity test

Effectiveness Online Role of Online Role of Integrated Marketing Trending Online
Marketing Strategy Marketing Communication Marketing
2.867 2.305 5.084 2.573

4.3 Measurement Model

As confirmed in Table 3, all indicators’ loading are above the recommended threshold of > 0.7
(Hair Black, Babin & Anderson, 2010; Hair et al., 2011) except JS4. The indicators’ loading
values ranged from 0.694 to 0.935, hence, the results obtained showed that all indicators are
loaded significantly on their constructs and less on the other constructs (Henseler, 2017). Item
JS4 didn’t drop from this study as AVE for job satisfaction construct is higher than .500. The
internal consistencies of the measurement are tested by looking at the Cronbach's alpha and
composite reliability (CR). Hair et al., (2010) claimed that reliability denotes the degree to which
a set of indicators displays internal consistency with the construct. Table 3 showed that all
reliability values of cronbach's alpha ranged from 0.877 to 0.919 and CR ranged from 0.904 to
0.938 for all constructs, which exceeds the lowest proposed value of 0.7 (Nunnally & Bernstein,
1994).
This study also examines the value of the average variance extracted (AVE). AVE refers to the
cluster of indicators with similar constructs in which the threshold value should be larger than
0.50 (Fornell & Larcker, 1981; Hair et al., 2011). The results in Table 3 showed that the AVE
values for all constructs ranged from .654 to.773, this indicated a sufficient degree of convergent
validity. A valid and reliable measure is essential for the data constructed in social work
researches (Cabrera-Nguyen, 2010). Henseler (2017) stated that the two main conditions used to
examine the goodness of measurements are reliability and validity.

Table 3: Measurement Model for Convergent Validity of the Reflective Indicators

Construct Indicators Loading Cronbach's CR AVE
Alpha
Role of Online Marketing ROM1 0.912
ROM2 0.824
ROM3 0.856 0.919 0.938 0.753
ROM4 0.841
ROM5 0.904

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RIMC1 0.931
Role of Integrated Marketing RIMC2 0.811
Communication RIMC3 0.760 0.882 0.904 0.654
TRIMC4 0.784
RIMC5 0.742
TOM1 0.935
Trending Online Marketing TOM2 0.902 0.877 0.910 0.773
TOM3 0.793
EOMS1 0.821
Effectiveness Online Marketing EOMS2 0.874
Strategy EOMS3 0.916 0.896 0.918 0.692
EOMS4 0.694
EOMS5 0.839

Note1: CR = composite reliability; AVE = average variance extracted.

Note2: AVE = (summation of the square of the factor loadings) / [(summation of the square of
the factor loading) + (summation of the error variances)].
Note3: CR = (square of the summation of the factor loadings) / [(square of the summation of the
factor loadings) + (square of the summation of the error variances)].

The discriminant validity were verified via tougher criteria, i.e., Heterotrait-Monotrait Ratio
(HTMT) (Henseler, Ringle & Sarstedt, 2015). Ab Hamid, Sami, and Sidek (2017) study showed
that HTMT criterion has high sensitivity in discovering discriminant validity as opposed to
cross-loading approach and Fornell and Larcker criterion. In Table 4, the HTMT showed that the
values of HTMT are less than 0.85 (ranging from .269 to .787), thus, the findings advocate that
all constructs are realistically diverse (Henseler et al., 2015), thus establishing the validity of the
discriminant.

Table 4: Heterotrait-Monotrait Ratio (HTMT)

Construct 1 2 3 4
Effectiveness Online Marketing Strategy
Trending Online Marketing 0.335
Role of Online Marketing 0.545 0.440
Role of Integrated Marketing Communication 0.434 0.269 0.787
* Discriminant validity criterium were established at HTMT 0.85

The discriminant validity estimation is to safeguard that a reflective construct has strong
relationship with its own items as compared with other constructs in the PLS model (Hair, Hult,
Ringle & Sarstedt, 2017). Based on the above criterion, the discriminant validity and convergent
validity of the constructs were established. The confirmatory factor analysis results supported
that the variable in this study variable is verified distinctively for further analysis as the
measurement model showed a satisfactory discriminant and convergent validity.

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4.4 Structural Model

Table 5: Path coefficient for main model

Hypothesis Relationship Beta SE t-values p-value VIF
Result
H1 TOC→ EOMS 0.608 0.038 16.576 0.000 1.244
Supported
H2 ROM → EOMS 0.865 0.101 8.498 0.000 2.938
Supported
0.227 Not
H3 RIMC → EOMS -0.019 0.085 0.747 2.572
Supported
Note1: EOMS – Effectiveness of Online Marketing, TOC – Trending Online Marketing, ROM –
Role of Online Marketing, RIMC – Role of Integrated Marketing Communication.

Before embarking on the structural models, it is essential to ensure that there is no threat of
collinearity. Table 5 demonstrates the results VIF value were lower than the threshold value of
3.3 (Diamantopoulos & Siguaw, 2006), thus indicating that there is no collinearity drawback in
this study. Coefficient of determination value (R2) of 0.651 advocating Trending Online
Marketing, Role of Online Marketing and Role of Integrated Marketing Communication. could
justify 65.1% of the variances in the exogenous Effectiveness of Online Marketing. To calculate
the structural model, beta value, SE, t-values, p-value, and VIF via bootstrapping technique with
a resample of 5,000 were analyzed.
The results reveal that Trending Online Marketing, Role of Online Marketing have a significant
relationship with the Effectiveness of Online Marketing, with Trending Online Marketing (β =
0.608, t = 16.576, p = 0.000) and – Role of Online Marketing (β = 0.865, t = 8.498; p = 0.000),
Thus, H1 and H2 is supported. While, the results reveal that the Role of Integrated Marketing
Communication have an insignificant relationship with Effectiveness of Online Marketing (β = -
0.019, t = 0.747, p = 0.227), hence, H3 is not supported.

V. Conclusion & Recommendation

In conclusion, the role of online marketing and integrated marketing communication components
impact the effectiveness of online marketing strategies. This indirectly gives an explanation that
it may be likely to support the customers’ behavior towards the redemption of products/services
to improve the effectiveness of marketing strategies in an organization.
Through this survey finding, it could aid to a new idea to the role and trending of online
marketing and the role of integrated marketing communication in an organization’s effective
online marketing strategies, where the proprietor could come upon with the actual type of
marketing mix elements to accomplish better marketing strategies for an organization. This
research that captive the study of online marketing strategies in an organization that has been in
Malaysia, has given the researcher the perspective of an assorted feature of industry. For online
marketing strategy, it is essential to research in both government and private sectors,
investigating it from the overall organization’s role of online marketing and IMC and and the
trending of online marketing approach in the pathway of effectiveness of online marketing
strategy.
Besides that, the result is very much applicable to the businessperson who keen to open a new
business, as the current impulsion would perceive many online marketers during the pandemic.
This research aids the benefit of investing in online marketing to promote the marketing
strategies of an organization. A proprietor undeniably will spend tremendous inventiveness to
give a tough fight to their competitors. Since, with an undeniable fact of buyers has been taken

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into our thought process, the business proprietor is informed to focus sharply towards the
customers decision and behavior that is’t consistent and will always have changed from time-to-
time, nurturing marketing strategies through online marketing and integrated marketing
strategies in the thought process of long-term marketing strategies in an organization in
Malaysia.
It is recommended for the researcher to stipulate uniform prompting to the potential nominee for
filling up the questionnaire due to unwillingness. In order to ensure that the researcher has
collected an efficient data collection, the researcher could set up the hard copy of the
questionnaire and handover it to the nominee who walked to the centre. In other words, part of a
nominee’s occurrence is either one of the product or service, or both. This component may surety
further inquiry. Last but not least, the future survey needs to be more cautious and alert when the
plan to survey the links within such a similar concept.

5.1 Further Research

In future research, there is an expectation to focus on the role of integrated marketing
communication as the research we conducted were rejected or not supported, because due to the
current pandemic situation, everything has gone online. Marketing strategy place a fantastic role
in the relationship between online marketing and integrated marketing communication in
achieving the effectiveness of online marketing strategies. Eventually, it stressed the worth of
direct marketing, especially in terms of online delivery, non-self-pickup, etc. According to the
research done by M bin Abdul Lasi SM Salim (2020), the relationship between e-marketing mix
strategy and integrated marketing communication framework shows the role and value of
complacent that has been reasoned to set up the online marketing in an organization. Therefore,
this would be a topic deserving to be analyzed and research. Not just that, researchers could even
concentrate on the alternative of online marketing and the implementation of traditional
marketing to ensure that there is an improvement in the effectiveness of online marketing
strategies.

References

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