O efeito mediador da comunicação integrada de marketing na relação entre orientação para o cliente e desempenho financeiro

Paulo Magalhães Cavalcanti da Rocha; Tomas Sparano Martins

doi:10.5585/2025.23815

Authors

Paulo Magalhães Cavalcanti da Rocha Federal University of Pernambuco https://orcid.org/0009-0001-5432-7434
Tomas Sparano Martins Universidade Federal do Paraná, UFPR, Curitiba, PR, Brazil https://orcid.org/0000-0001-7355-7481

DOI:

https://doi.org/10.5585/2025.23815

Keywords:

Integrated marketing communication, Customer orientation, Financial performance, Marketing

Abstract

This research investigated the interplay between customer orientation and integrated marketing communication (IMC) in the context of small and medium-sized service enterprises (SMEs) operating in Brazil.

Purpose of the study: To examine the mediating effect of IMC on the relationship between customer orientation and financial performance in SMEs within the Brazilian service sector.

Methodology: A quantitative survey was conducted using a structured questionnaire, which included scales for the studied constructs and was directed at owners or marketing managers of the mentioned SMEs. A total of 181 valid responses were collected. Data analysis was performed using SPSS, and Structural Equation Modeling was conducted with SmartPLS to test the research hypotheses.

Main results: A partial influence of IMC on the relationship between customer orientation and financial performance was identified. This indicates that customer-oriented companies that effectively utilize IMC tend to achieve better outcomes in financial indicators.

Theoretical/methodological contributions: By revealing a direct relationship not previously identified between two significant marketing constructs, the study aims to contribute to research methodologies in management, highlighting the importance of employing quantitative methods in strategic marketing. Additionally, it seeks to provide practical contributions to management and corporate practices in service-oriented SMEs.

Relevance/originality: The research integrates customer orientation and IMC constructs into a single quantitative model to verify their mutual influences.

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Translations of this article

The mediating effect of integrated marketing communication on the relationship between customer orientation and financial performance (English)

Author Biographies

Paulo Magalhães Cavalcanti da Rocha, Federal University of Pernambuco

Graduated in Administration from the Federal University of Pernambuco - UFPE, master’s in administration from the Postgraduate Program in Administration of the Federal University of Paraná (PPGADM/UFPR), having studied in the research line of Marketing Strategies and Consumer Behavior (EMCC). PhD candidate in Administration from the Postgraduate Program in Administration (PROPAD) of the Federal University of Pernambuco - UFPE

Tomas Sparano Martins, Universidade Federal do Paraná, UFPR, Curitiba, PR, Brazil

Graduated in English from the Federal University of Paraná and graduated in Law from the Law School of Curitiba. He holds a master’s and a PhD in Administration from the Pontifical Catholic University of Paraná. He is a professor of marketing at the Federal University of Paraná. He is interested in the areas of Strategy and Marketing, especially marketing capabilities, competitiveness, cooperation and entrepreneurship. He also teaches in the Postgraduate Program in Administration at the Federal University of Paraná (PPGADM/UFPR).

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