THE RELATIONSHIP BETWEEN IMC PROCESS AND MARKETING PERFORMANCE AND THE POSSIBLE MODERATING ROLE OF USING MARKETING DASHBOARDS

Abstract

This research analyzes the impact of the IMC process on marketing performance, as well as the moderating role of the use of marketing dashboards in this relationship. For this, it adopted a survey strategy, with the application of a structured questionnaire to companies in the retail sector via internet, collecting 126 valid responses. With the help of SmartPLS 3® software, the PLS-SEM technique was used for data analysis, confirming the positive impact of the IMC process on marketing performance and rejecting the use of marketing dashboards as a moderating element in this relationship. The study brings theoretical additions when it finds that the procedural adoption of IMC is a source of superior performance for organizations, contrary to recent research on the subject. In addition, it raises questions about a possible exaggeration of the benefits described in the literature on the use of marketing dashboards. Regarding practical contributions, this study reduces doubts associated with the potential of IMC and argues about why not to neglect its adoption as an organizational process, in addition to inciting questions about the use of marketing dashboards.