Influence of Integrated Marketing Communications on Female Decision Making in Online Clothing Purchase: A Case Study of Bangkok

Abstract

Social networking is a popular medium for the business of selling female clothing, and has been growing steadily. This is because of ease and availability of access, faster communication and lower cost in comparison to competing market media strategies. This study investigates the influence of integrated marketing communications (IMC) on female decision making in social online clothing purchase. The research involves quantitative method by use of questionnaire as a tool in collecting information. The population for this study comprises females who live in Bangkok and use online social networking services. Quota sampling is used to select for a sample size of 445 subjects. The results show that most in the sample group deciding to purchase clothes online with an overview of IMC tools (advertising, public relations, promotion and direct marketing) are in the moderate range (43.82%). In addition, Eta ( ) correlation ratio indicates strong nonlinear relationship between clothing purchase and the IMC tools, except for advertising which has a weak positive relationship (0.165). Multiple regression analysis results show that marital status, age, level of education, revenue, time using the Internet and times to view products through online social network all have effect on clothing purchase. The sample group outcome suggests that entrepreneurs should pay attention to warranty, information on products and prices, security of financial transactions and contact with manufacturers in order to encourage consumer online purchasing.