Role of integrated marketing commmunication on online marketing

The purpose of the study is to determine the effectiveness of Integrated Marketing Communication (IMC) on Online marketing. The concept of the study is to identify the impact of IMC on Online marketing towards the consumer behavior and purchasing decision. Both secondary and primary data are collected for the study. Primary data in the form of questionnaires were collected from 384 respondents and the responses are analyzed with the help of SPSS software to understand the consumer attitude towards online marketing and how it influences their decision making process. The major findings of the study revealed that the growing importance of IMC when applied in online marketing as a promotional strategy significantly affected consumer's buying decision. It is suggested that the companies must not depend only on online marketing but make sure that it isa part of their integrated marketing strategy. So that the limitations of online marketing can be veiled by other mediums which will eventually build trust and loyalty among consumers.