AN ANALYSIS OF HOW INTEGRATED MARKETING COMMUNICATIONS INFLUENCE CONSUMER PURCHASE INTENTIONS: A STUDY OF THE NIGERIAN E-COMMERCE SECTOR

CHAPTER ONE INTRODUCTION 1.1 Background of the Study In the highly competitive marketplace of today, businesses are increasingly adopting Integrated Marketing Communications (IMC) to improve the effectiveness of their marketing efforts and deliver a seamless experience to consumers. IMC is a strategic method that aligns and coordinates different marketing tools, channels, and activities to provide a consistent and unified brand message across various consumer touchpoints (Kotler & Keller, 2016). An organization’s success largely depends on its capacity to influence consumer behavior—particularly purchase intentions—while simultaneously enhancing brand awareness and fostering trust. IMC emerged as a response to the challenges posed by the fragmentation of media and the expansion of communication channels resulting from technological innovations and evolving consumer preferences. Traditional marketing methods such as print and broadcast advertising are no longer sufficient to effectively reach diverse and segmented audiences (Belch & Belch, 2020). The rise of digital platforms and social media has further emphasized the importance of integrating marketing efforts to ensure message consistency and resonance with consumers (Duncan, 2002). Marketing communications play a crucial role in shaping consumer purchase intentions, which refer to the likelihood that a consumer will buy a product or service. Research indicates that consumers are more likely to develop positive attitudes toward a brand and increase their buying propensity when companies employ consistent and targeted IMC strategies (Mangold & Faulds, 2009). Conversely, ineffective or inconsistent communications can confuse consumers, erode brand trust, and reduce the likelihood of purchase (Smith & Taylor, 2020). The importance of IMC is particularly evident in sectors characterized by intense competition and rapidly shifting customer needs, such as retail, technology, and fast-moving consumer goods. In these sectors, businesses must craft messages that not only inform but also emotionally engage consumers. Emotional connection, often achieved through humor, storytelling, or value-driven messaging, strongly influences purchase intentions (Keller, 2001). Despite its recognized importance, implementing IMC effectively remains challenging due to organizational silos, budget constraints, and difficulties in measuring its impact on key performance indicators like purchase intentions. Moreover, further research is needed to understand how IMC functions in different cultural and economic contexts, especially in emerging markets where unique social and technological factors shape consumer behavior (Schultz & Patti, 2009). Consequently, this study aims to examine the impact of Integrated Marketing Communications on Consumer Purchase Intentions, focusing specifically on Nigeria’s E-commerce Industry. 1.2 Statement of the Problem Given the dynamic nature of marketing environments and the growing complexity of consumer behavior, a strategic communication approach is essential to effectively influence purchase intentions. Integrated Marketing Communications (IMC) has evolved into a comprehensive strategy that harmonizes various marketing channels—such as digital media, public relations, sales promotion, and advertising—to produce consistent and impactful brand messages (Kotler & Keller, 2016). Although IMC holds the potential to enhance consumer engagement and affect buying decisions, many businesses struggle to maximize its benefits, resulting in fragmented marketing efforts and diminished brand loyalty. Recent studies show that poorly executed marketing communication strategies confuse consumers and weaken brand credibility, ultimately reducing purchase intentions (Belch & Belch, 2020). Conversely, well-implemented IMC strategies can improve brand perception, build trust, and deepen emotional connections with customers (Duncan, 2002). However, there is limited empirical evidence on the extent to which IMC influences consumer purchase intentions, particularly in emerging markets where cultural and technological factors significantly impact consumer behavior. This gap motivates the present study to explore the effect of Integrated Marketing Communications on Consumer Purchase Intentions within the context of Nigeria’s E-commerce Industry. 1.3 Objective of the Study The primary objective of this study is to investigate the impact of Integrated Marketing Communications on Consumer Purchase Intentions, using Nigeria’s E-commerce Industry as a case study. The specific objectives include: i. To assess the influence of advertising, as a component of IMC, on consumer purchase intentions. ii. To examine how IMC strategies affect consumer purchase intentions across different demographic segments. iii. To identify the challenges organizations face in executing effective IMC campaigns. iv. To provide recommendations for enhancing IMC strategies to better influence consumer purchase intentions. 1.4 Research Questions This study is guided by the following research questions: i. What is the influence of advertising, as a part of IMC, on consumer purchase intentions? ii. How do IMC strategies impact consumer purchase intentions across various demographic groups? iii. What challenges do organizations encounter in implementing effective IMC campaigns? iv. What recommendations can improve IMC strategies to boost consumer purchase intentions? 1.5 Significance of the Study The outcomes of this research will aid marketing professionals in developing more effective, cohesive, and impactful marketing communication strategies. By understanding the influence of various IMC elements—such as advertising, digital marketing, public relations, and sales promotions—on consumer purchase intentions, businesses can optimize resource allocation and design campaigns that better connect with their target markets. Additionally, the study’s findings will contribute to the academic field by enriching the existing literature, expanding library resources, and serving as a reference for future researchers. 1.6 Scope of the Study This research focuses on examining the impact of Integrated Marketing Communications on Consumer Purchase Intentions, with Nigeria’s E-commerce Industry serving as the case study. Empirically, the study will evaluate the effect of advertising as an IMC component on consumer purchase intentions, explore how IMC strategies influence purchase intentions among different demographic groups, identify challenges faced in the implementation of IMC campaigns, and propose recommendations to improve IMC effectiveness. Geographically, the study is limited to Nigeria’s E-commerce sector. 1.7 Limitation of the Study As with any research endeavor, certain limitations were encountered during the course of this study. The primary constraints include: Time: The researcher faced time limitations due to balancing this research alongside other academic responsibilities such as attending lectures and fulfilling educational requirements. Finance: The study involved financial expenditures, including costs for typesetting, printing, sourcing relevant materials, and conducting data collection. Availability of Materials: Accessing adequate literature on the subject was challenging, given the scarcity of materials related to the specific discourse, which limited the depth of the study. 1.8 Definition of Terms Integrated Marketing Communications (IMC): A strategic marketing approach that coordinates and integrates diverse promotional tools and communication channels to deliver a consistent and unified message to consumers. Consumer Purchase Intentions: The likelihood or willingness of consumers to buy a product or service based on their preferences, needs, and perceived value. Advertising: A paid, non-personal form of communication intended to inform, persuade, or remind consumers about products or services, typically delivered via media such as television, radio, print, or digital platforms. Public Relations (PR): A strategic communication process that fosters mutually beneficial relationships between an organization and its stakeholders, influencing public perception. Digital Marketing: The use of digital platforms, including social media, email, websites, and search engines, to promote products or services and engage consumers. Sales Promotion: Short-term incentives, such as discounts, coupons, or contests, designed to stimulate immediate consumer interest or purchases. Brand Consistency: The practice of maintaining uniform messaging, visuals, and tone across all marketing and communication channels to strengthen brand identity and build consumer trust.