Professor Dr. Asokan Vasudevan, Senior Lecturer at INTI International University’s Faculty of Business and Communication (FBC), has examined how Electronic Integrated Marketing Communication (EIMC) influences consumer purchasing behavior. His study, “The Effect of Electronic Integrated Marketing Communication on Consumers’ Purchasing Behavior of Mobile Service: A Case Study from Jordan”, explores how digital marketing strategies impact customer decisions in Jordan’s mobile service industry. While focused on Jordan, the findings provide insights that may be relevant to businesses in Malaysia and other markets adapting to digital transformation.
Professor Dr Asokan Vasudevan, Senior Lecturer at INTI International University, explores the impact of Electronic Integrated Marketing Communication on consumer purchasing behaviour and identifies key strategies for businesses to enhance digital engagement.
Understanding consumer behaviour remains essential as mobile service providers navigate an increasingly competitive digital landscape. Social media, mobile applications, and digital advertising continue to shape how consumers engage with brands.
Prof. Dr. Asokan’s research examines how companies such as Orange Telecom use EIMC strategies, including e-advertising, e-personal selling, e-public relations, e-interactive marketing, and e-direct marketing. Among these, e-interactive marketing, which includes personalised interactions, customer engagement on social media, and two-way communication, is the most effective approach in influencing consumer choices.
By fostering real-time engagement, brands can build stronger customer relationships, increasing loyalty and higher conversions.
Beyond interactivity, the study highlights the importance of e-direct marketing and e-public relations in building consumer trust. Digital platforms enable businesses to deliver targeted messages, create positive brand associations, and strengthen credibility. With customer expectations evolving, companies that invest in consistent engagement through digital tools can gain a competitive advantage.
The study suggests that telecom providers prioritising consumer interaction and public relations initiatives are more likely to maintain strong customer retention rates in a saturated market.
These insights are particularly relevant to Malaysia’s mobile service industry, where leading providers such as CelcomDigi, Maxis, U Mobile, and Telekom Malaysia operate in an increasingly digital-driven environment. Like their Jordanian counterparts, Malaysian consumers are highly engaged online, with studies showing an average screen time of nine hours per day.
The rise of super apps like Grab, Shopee, and Touch ‘n Go reflects the shift toward mobile-first consumer behaviour. As digital engagement expands, telecom providers must adopt more targeted, interactive, data-driven marketing strategies to remain competitive.
The rise of mobile payments highlights the need for businesses to adopt effective digital marketing strategies to engage modern consumers.
Prof. Dr. Asokan’s study aligns with Malaysia’s MyDIGITAL initiative, which aims to accelerate digital transformation across various industries, including telecommunications.
Businesses looking to refine their marketing approaches can benefit from investing in AI-driven chatbots, automated customer service tools, and personalised recommendations. Additionally, leveraging e-public relations through trust-building content, influencer collaborations, and corporate social responsibility initiatives can help businesses establish credibility and long-term customer loyalty.
Speaking on the broader relevance of digital marketing, Prof. Dr Asokan stated, “Understanding how digital marketing influences consumer behaviour is critical for businesses looking to thrive in today’s fast-evolving telecom industry. Companies that embrace integrated marketing strategies can build stronger customer relationships and drive long-term brand loyalty.”
His research highlights the growing influence of digital engagement in consumer decision-making and offers practical recommendations for businesses looking to enhance their marketing effectiveness.
The findings reinforce the importance of personalised, interactive, and data-driven marketing approaches for Malaysian telecom providers.
Companies that leverage e-interactive marketing, direct digital engagement, and strategic public relations will be better positioned to strengthen consumer trust, improve brand visibility, and navigate the evolving digital economy.