Digital Transformation and Integrated Marketing Communications: A Quantitative Analysis

This study investigates the influence of key Digital Integrated Marketing Communication (Digital-IMC) dimensions—Credibility, Informativeness, Interactivity, Entertainment, and Responsiveness—on Brand Trust. Using multiple regression analysis, data were collected from a representative consumer sample consisting 300 respondents to examine the hypothesis-wise impact of each variable. The results revealed that Credibility and Informativeness emerged as significant predictors of Brand Trust (p < .001), indicating that consumers place higher trust in brands that provide accurate, reliable, and relevant information. In contrast, Interactivity, Entertainment, and Responsiveness did not demonstrate statistically significant effects, suggesting that these dimensions alone may not substantially enhance Brand Trust in the studied context. The combined model showed a significant predictive power, confirming the importance of strategically integrating effective Digital-IMC elements. The findings highlight the need for brands to prioritize authenticity, clarity, and informative value in their digital communication strategies while using other dimensions to complement, rather than substitute, credibility and informativeness. The implications for marketers and suggestions for optimizing Digital-IMC approaches are discussed.