AN ANALYSIS OF COMMUNICATION ELEMENTS IMPACT TOWARDS SME MARKET PERFORMANCE AND INTEGRATED MARKETING

Anna Mariana, Kamal Kenny, P. Ravindran Pathmanathan

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Published: Aug 29, 2021

Keywords:

Market Performance, Integrated Marketing Communication (IMC) Performance, Small Medium Enterprises (SME’s).

Anna Mariana, Kamal Kenny, P. Ravindran Pathmanathan

Abstract

In today's diverse global marketplace, market performance of Small and Medium Enterprise (SMEs) in Malaysia is considered a
key element to upgrade the contribution of firms towards the Malaysian economy. However, the market performance of
Malaysian firms which largely dominated by SMEs currently is well below par in comparison to SMEs in the region due to poor
adoption of critical managerial process. The aim of this research was to draw conclusions on the impact of integrated marketing
communication (IMC) on market performance. A total of 600 questionnaires were prepared and 551 completed questionnaires
were collected back, representing a response rate of 91.8% and finally a total of 477 usable questionnaires were analysed using
SPLS. This study established that all five elements of IMC performance were significant factors in enhancing market
performance. So it can be concluded that the adoption of IMC will have a greater impact towards market performance of SME’s in
the service sector.

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Vol. 58 No. 5 (2021): Vol. 58 No. 5 (2021)

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This work is licensed under a Creative Commons Attribution 4.0 International License.

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