The Impact of Integrated Marketing Communications on Customer Purchasing Decision in Yemen's Telecommunications Industry

Aayed Qasem, Najlaa Aldumaini, Wail Alhakimi

© 2022 Aayed Qasem, published by UIKTEN. This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International. (CC BY-NC 4.0).

Citation Information: SAR Journal. Volume 5, Issue 1, Pages 29-39, ISSN 2619-9955,, March 2022.

Received: 09 February 2022.
Revised:   09 March 2022.
Accepted: 14 March 2022.
Published: 28 March 2022.


Nowadays, in the world of competition, customers seem to be fortunate. Since they have various alternative services and products, companies look for satisfying customers by providing good quality, price and promotion. So, entrepreneurs have to employ various means to stay competitive on the markets. This study aimed to investigate if the integrated marketing communications (IMC) of GSM companies have an impact on customers purchasing decision. The target population of this study were the customers of the GSM companies in Yemen. The main instrument used in collecting data was survey. The total of 385 questionnaires was distributed. Nonprobability/ convenience method of sampling was adopted in selecting a sample size. The study showed that there was positive impact of integrated marketing communications (IMC) on customers’ purchasing decision in the GSM companies in Yemen.The consequences of this study will provide GSM companies with useful data about excellent channels of integrated marketing communications (IMC) that should be used effectively to gain competitive benefits that lead to customers’ purchasing decision and maximize their sales.

Keywords – Integrated marketing communications, advertising, public relations, personal selling, direct marketing, sales promotion and customers purchasing decision.


                                                                        Full text PDF