Configurations for Ramification of Integrated Marketing Communication (IMC) On Consumer Behavioral Intention- A Manifestation of Online Cosmetic Industry

Abstract

It is impossible to overestimate the value of integrated marketing communication (IMC) in the online cosmetics business. IMC is a crucial tool for businesses in the sector to connect with their target markets and foster brand loyalty, which may boost sales and profitability. IMC is crucial for online cosmetic retailers since it helps them comprehend their clients. Companies may gather information and analyze consumer behavior by leveraging a variety of channels and platforms, which allows them to better target their marketing campaigns.

Consumer behavior intention may have an impact on the development or demise of the online cosmetics sector. Consumer behaviour and intention have a significant impact on the development and demise of the online cosmetics market. Positive intentions have the potential to promote sales, customer loyalty, and positive marketing, whilst negative intentions have the potential to reduce these things. Thus, the present research has been focused to provide a framework for establishing relationship between IMC and consumer behavioral intention in Cosmetic industry in India.

The questionnaire used to collect the primary data was adopted from a pervious research. Herein exploratory factor analysis (EFA) has been conducted using AMOS 23.0. Using the final framework obtained, Visual identity, word of mouth, media relations and social media relations were found to be the factors of IMC that contribute to consumer behavioural intention in the online cosmetic industry in India.