Factors Influencing Integrated Marketing Communication Strategy Empirical Evidence from Fashionable Apparel Businesses in Thailand

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Sorawit Ngamsutti
Prathanporn Jhundra-indra
Saranya Raksong


The research examined the relationship between integrated marketing communication strategy and its antecedents including market-driving vision, organizational collaboration, marketing learning, information technology resources, and market turbulence. The data were collected by using questionnaires from 126 fashionable apparel businesses in Thailand. The hypothesized relationships among the variables were examined by using regression analysis. The results showed that market-driving vision and organizational collaboration had a positive influence on integrated marketing communication strategy. The influence of market turbulence also suggested a moderate level of impact. Therefore, marketing executives should encourage market-driving vision, organization collaboration, and give attention to market turbulence to achieve a successful integrated marketing communication strategy. Suggestions and directions for future research are also highlighted.


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