The Mediating Effect of Events and Experiences and Word-of-Mouth Marketing on Telecommunication Companies in Jordan

Abstract

This paper aimed to investigate the mediating effect of events and experiences and word-of-mouth marketing on telecommunications companies in Jordan. The study also attempts to determine the role of demographic variables (gender, qualifications, experience, and career level) in mediating the effect of word-of-mouth marketing and events and experiences on the relationship between consumer trends and marketing effectiveness. The researcher used quantitative method and collected the data using the field survey method. Using the quota sample, the researcher divided a study population (Orange, Zain and Umniah) according to the number of employees in companies' branches across 12 governorates in Jordan. The questionnaire was distributed to 540 respondents comprising of marketing managers, sales managers, and information systems and coordinators. A total of 308 sets of questionnaires returned were valid for the analysis, a response rate of 57%. The findings showed that there is a mediating effect of IMC on the relationship between marketing effectiveness and consumer trends due to the word-of-mouth marketing and events and experiences as important dimensions of integrated marketing communications in the Jordanian marketing environment.