Citation

Chan, Tak Jie and Mahadi, Nurul Aini and Adamu, Adamu Abbas and Ng, Miew Luan and Haris Fadzilah, Asmaul Husna (2025) Integrated Marketing Communication Practices as the Predictors on University Reputation of Malaysian Private Higher Education Institutions. Studies in Media and Communication, 13 (2). p. 269. ISSN 2325-8071

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Abstract

Integrated marketing communication (IMC) has piqued the fascination of both management and marketing specialists since its inception. Thus, it is worthwhile to investigate it in the context of private higher education institutions (PHEIs) as PHEIs operate like business entities and need students (customers) to support their survivability. The goal of this research is to examine the impact of IMC practices on the reputation of PHEIs. The research method used for this study is quantitative and guided by a stimulus-response (S-R) model. 331 valid data was collected and the findings revealed that word-of-mouth, online marketing, advertising, and public relations were the predictors of the university's reputation, however, the university website, university brand logo, sales promotion, and direct marketing were not the predictors. The study contributed to the management of PHEIs to structure and utilize their IMC strategies to disseminate persuasive messages to influence the customers (students) and gain a competitive advantage. The conclusion, implications, and future research avenues were also discussed.

Item Type:	Article
Uncontrolled Keywords:	integrated marketing communication practices, university reputation, stimulus-response model, private higher education institutions, educational governance
Subjects:	L Education > LB Theory and practice of education > LB2300 Higher Education
Divisions:	Faculty of Applied Communication (FAC)
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	30 Apr 2025 03:21
Last Modified:	30 Apr 2025 03:21
URII:	http://shdl.mmu.edu.my/id/eprint/13721

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