Moderating effect of customer relationship management on the relationship between electronic marketing and effectiveness of integrated model of marketing communication

The purpose of this study is to determine the moderating effect of customer relationship management in the relationship between e-marketing and the effectiveness of integrated model of marketing communication. Data were collected from 322 respondents through a questionnaire-based survey. Moreover, structural equation modelling (SEM) was used as an inferential statistical analysis technique to test the hypotheses of the study while determining the moderating effect along with path assessment and CFA. The result of this study revealed that there are significant effects of e-mail marketing, mobile marketing, social media marketing and customer relationship management on the effectiveness of integrated model of marketing communication. On the other hand, it was found that customer relationship management moderates the relationship between social media marketing and the effectiveness of integrated model of marketing communication. Based on these results, companies are recommended to consider the importance of e-marketing in elevating the effectiveness of integrated model of marketing communication and to consider CRM to increase the effect of social media marketing on the effectiveness of integrated model of marketing communication. Further studies should be conducted to confirm the results and retest the moderate effect of CRM using other samples from other industries.

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