Analysis of the Impact of Integrated Marketing Communication on Market Performance in the Banking Industry

Abstract

This study aims to examine the influence of corporate culture and Integrated Marketing Communication (IMC) strategy on market performance in the banking industry, addressing an urgent need for enhanced competitiveness and adaptability in this rapidly evolving sector. Using the Partial Least Squares (PLS) based Structural Equation Modeling (SEM) analysis method, this research analyzes data collected through an online survey from various stakeholders in the banking industry, including marketing division managers and head office personnel with a minimum tenure of one period. The findings reveal that a collaborative culture has a significant positive influence on IMC implementation, while a control culture has a less significant impact. Moreover, effective IMC implementation enhances message consistency, interactivity, organizational alignment, and stakeholder-focused strategic focus, all of which contribute to improved market performance. This study provides critical insights into the importance of integrating supportive corporate culture and effective IMC strategies, highlighting their potential to significantly enhance market performance in the banking sector, thereby addressing the pressing challenges faced by the industry.