The Relationship Between Digital Marketing Practices and Organisational Performance: An Integrated Marketing Communication Perspective in China's Mobile Phone Industry

Abstract

In the rapidly evolving digital economy, organisations increasingly rely on digital marketing practices to enhance their competitiveness and improve their performance. This is especially so within the highly competitive mobile phone market. Therefore, this research seeks to investigate the effects of digital marketing practices (SEM, social media, and content marketing) on organisational performance (Brand awareness, loyalty, and profitability) in the mobile phone industry in China. The research approach of the present study was quantitative, using a cross-sectional survey design. Primary data was gathered from the personnel working in the businesses producing mobile phones in China, marketing managers, digital marketing executives, digital marketing strategists and social media managers. Through a purposive sampling approach, a total of 778 samples were chosen. The data obtained was examined using SPSS 25 and Microsoft Excel. The data analysis techniques used were descriptive statistics, factor analysis, Bartlett’s test of sphericity, Kaiser-Meyer-Olkin (KMO) test, and analysis of variance (ANOVA). It was shown that there is a statistically significant association between digital marketing techniques and organisational success. The KMO score of 0.949 and the results of Bartlett's test at the significance level of p = 0.000 reveal that the data are acceptable for factor analysis and have excellent construct validity. Furthermore, the ANOVA analyses also revealed an F value of 241.263 at the significance level of p = 0.000; therefore, researchers accepted the alternative hypothesis that digital marketing strategies significantly affect organisational performance. This research reveals that the use of digital marketing methods is important for improving organisational performance in China's mobile phone industry.