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This study examines the impact of electronic integrated marketing communication (E-IMC) on customer buying intention. Furthermore, it explores the mediation effect of customer trust in the relationship between E-IMC and customer purchase intention. Empirical evidence was obtained from 277 mobile phone users in Palestine, and structural equation modeling applied. The findings of this study revealed that E-IMC positively impacts purchase intention. Further, each of E-IMC dimensions (online advertising, online sales promotion, and online relationship marketing) were also a significant predictor of purchase intention. The findings also revealed that the positive relationship between E-IMC and purchase intention is mediated by customer trust. We conclude with a theoretical contribution, managerial implications, limitations, and suggestions for future studies.
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PublisherLuminous Insights LLC, USA.
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