Effect of Integrated Marketing Communications on Consumer Buying Decision of Internet Service (An Empirical Study of Mobilink in Multan City)

Abstract

The study finds how IMC influence the consumer decision to buy internet services; which include (internet marketing, public relations, advertising, sales promotion, direct marketing). Questionnaire were used for data collection and 435 questionnaires were distributed among Mobilink service users. The results showed that internet marketing, public relations, advertising, sales promotion and direct marketing positively influence consumer buying decision. The paper recommended that Mobilink should focus more on public relations with related parties to create a positive image about Mobilink which will enhance their buying decision of internet service.