Evaluating The Implications Of Digital Marketing On Integrated Marketing Communication And Organisational Performance In Chinese Mobile Phone Companies

Abstract

In this study, the mobile phone sector in China was the only subject of investigation. The major purpose of this study is to improve our knowledge of the connection that exists between digital marketing, Internet marketing communications (IMC), and a number of other marketing tactics and the overall profitability of a company. As a result of the rapid development of digital technology, the manner in which businesses promote has been radically transformed. Businesses are increasingly acknowledging the potential of digital platforms to enhance communication and generate additional revenue. The overarching purpose of the study is to determine the extent to which digital marketing makes a difference in the performance of businesses. There are a variety of ways that advertisements can be displayed on the internet, such as paid social network postings, content marketing, search engine optimisation (SEO), digital ads, and online advertising. To do this quantitative research, one method that may be utilised is to investigate the management and marketing records of the most prominent Chinese mobile phone manufacturers. Researchers can investigate the interrelationships of the variables through the use of structural equation modelling (SEM). Through the analysis of these data, the researcher will be able to get a more in-depth understanding of digital marketing, which will enable the researcher to improve our communication with our constituents and compete in highly competitive marketplaces. Companies that manufacture mobile phones in China place a significant amount of emphasis on digital marketing since it is essential to the success of their IMC and their overall business operations. Because of this, it is absolutely necessary to incorporate online marketing into an entire public relations plan.