الدور الوسيط الاتصلات التسويقية المتكاملة في أثر االعمال الالكترونية على الاداء: دراسة ميدانية في قطاع الخدمات في الاردن The Mediating Role of Integrated Marketing Communication between E-Business Impact and Performance: A Field Study in Service Sector in Jordan

القواسمي, نظمي عبد نظمي (2018) الدور الوسيط الاتصلات التسويقية المتكاملة في أثر االعمال الالكترونية على الاداء: دراسة ميدانية في قطاع الخدمات في الاردن The Mediating Role of Integrated Marketing Communication between E-Business Impact and Performance: A Field Study in Service Sector in Jordan. Masters thesis, جامعة الشرق الاوسط.

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Abstract

This research aims to present a theoretical model whichinvestigate the impact of E-Business on Firm Performance taking into account the role of Integrated Marketiong Communication, The study was conducted in service sectors in Amman, the researcher used the exploratory factor analysis in the first phase of the analysis. A total of 71 questionnaires were distributed and considered for pilot testing. In the second phase, confirmatory factor analysis was conducted to validate the measurement scale. The researcher distributes126questionnaires, were used to validate the measurement scale. Then the researcher used Structural Equation Modeling to examine the relationship between the dimensions of the study and to measure the impact of E-business on Performance, and to measure the intermediate effect of Integrated Marketiong Communication. Results of the study found that E-Business and Integrated Marketiong Communication have a statistically significant impact on Performance. Testing the structural model results did not support the role of Integrated Marketiong Communication in the impact of E-Business on Performance. The study presents implication and recommendation for managers in Jordanian’s service sectors that may be helpful in order to make a full use of their E-Business and Integrated Marketiong Communication initiatives to achieve Performance. Keywords: E-Business, Integrated Marketing Communication, Firm Performance.

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