Integrated Marketing Communication and Buying-Behaviour of Business Education lecturers in public universities South-south, Nigeria

Abstract

The study was undertaken to determine the influence of integrated marketing communication on buying behaviour of Business Education Lecturers in public University, South-South Nigeria.  In carrying out the study, two objectives with corresponding research questions were raised and two null hypotheses were formulated to guide the study.  The descriptive survey design was adopted for the study.  The population was 182 lecturers from public Universities, offering business education in South-South, Nigeria. The entire population was studied because it was small and manageable. The instrument developed for the study was titled “Integrated Marketing communication and Buying Behaviour Questionnaire” (IMCABQ) which was used for data collection. The instrument was subjected to face validation and subsequently tested for reliability which yielded 0.89 using Cronbach Alpha reliability statistics.  Simple linear regression was used in answering the research questions and to test the null hypotheses. All the hypotheses were tested at 0.05 level of significance. The findings of the study showed that sales promotion have very strong influence on buying behaviour of business education lecturers in public Universities, while advertising has weak influence. It was also revealed that integrated marketing communication significantly influences the buying behaviour of Lecturers. It is therefore recommended among others that marketers should adopt integrated marketing communication that focus on building relationships, providing value-added services, and offering personalized experiences to lecturers to drive loyalty and advocacy, and marketers should utilize multi-channel communication approaches to reach and persuade lecturers.