Title: Information and communication technology: a tool for increasing marketing efficiency

Authors: Sumant Kumar Tewari; Madhvendra Misra

Addresses: Indian Institute Information Technology Allahabad (IIITA), Deoghat, Jhalwa, Allahabad (UP), India ' Indian Institute Information Technology Allahabad (IIITA), Deoghat, Jhalwa, Allahabad (UP), India

Abstract: ICT has become a potentially valuable way to enhance the business processes. This research is an empirical investigation of the relationship between ICT, operational leadership and marketing efficiency in the Indian automotive industry. An extensive literature survey and several rounds of interviews were conducted with academicians and practitioners for developing the research model, hypothesis and measuring instrument. Factor analysis and Cronbach's alpha test were conducted to validate the items into the constructs of the measuring instrument. Data was analysed and hypotheses were tested with the help of structured equation modelling in AMOS tool. The results show the strong relationship between ICT and operational leadership, and between the operational leadership and marketing efficiency as compared to between ICT and marketing efficiency. This research also provides a way to measure the performance of ICT in the organisation. This research can be further extended for other industries.

Keywords: ICT; marketing efficiency; operational leadership; SEM; structural equation modelling; information and communications technology; information technology; India; automotive marketing; automobile industry.

DOI: 10.1504/IJITM.2015.068499

International Journal of Information Technology and Management, 2015 Vol.14 No.2/3, pp.215 - 231

Accepted: 10 Jan 2014
Published online: 04 Apr 2015 *

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