The impact of integrated marketing communications on consumer buying decisions: Evidence from Zain telecom

This study investigates the impact of Integrated Marketing Communications (IMC) on consumer purchasing decisions in Amman's telecommunications sector. Grounded in IMC theory and the AIDA model, it analyzes the influence of advertising, public relations, sales promotion, personal selling, and direct marketing. Using a descriptive-analytical approach, data from 409 valid questionnaires were examined via multiple regression. IMC was found to significantly affect consumer behaviour, explaining 30 % of the variance in buying decision (R 2 = 0.30). Among the components, direct marketing—particularly personalized SMS and email campaigns—had the strongest influence ( R = 0.55), while public relations had the least impact. This research contributes empirical evidence from a high-growth, under-researched emerging market, providing context-specific insights into the differential effectiveness of IMC components. The results offer strategic recommendations for telecom firms to optimize their marketing mix by prioritizing data-driven direct marketing and enhancing adult channels to foster customer engagement and loyalty.