The Effect of Integrated Marketing Communication on Product and Cooperative Performance: A Case Study of an Agricultural Development Cooperative
DOI:
https://doi.org/10.63556/tisej.2026.1763Keywords:
Integrated Marketing Communication, Product Performance, Cooperative Performance, Social Economy, BrandAbstract
This study aims to examine the effects of integrated marketing communication (IMC) activities on product performance and cooperative performance within the context of third sector organizations. In today's environment, where social economies are gaining increasing global significance, the sustainability of cooperatives depends not only on improving their production processes but also on their ability to develop effective communication, branding, and digital marketing strategies. Within this scope, the study analyzes the contribution of IMC to product and cooperative performance and investigates whether participants’ perceptions vary across demographic variables.
The research was conducted using a relational survey model within a quantitative research framework. Data were collected through face-to-face questionnaires from 348 producers who are members of the S.S. Çamönü Agricultural Development Cooperative operating in the Akhisar district of Manisa province. The dataset consists of the Integrated Marketing Communication Scale from the literature, along with Product Performance and Cooperative Performance scales developed by the researcher. Validity and reliability analyses were performed, and t-tests, ANOVA, correlation, and regression analyses were conducted using SPSS 24.0.
The findings indicate that integrated marketing communication has a significant and positive effect on both product performance and cooperative performance. In addition, participants’ perceptions of marketing communication, product performance, and cooperative performance differ significantly according to various demographic characteristics. These results reveal that the sustainability and competitiveness of cooperatives are associated not only with production capacity but also with the effectiveness of integrated marketing communication practices. Accordingly, the study emphasizes that communication, branding, and digital marketing-oriented strategies are essential for cooperatives operating within the social economy to achieve sustainable development goals.
References
Adetunji, R. R., Nordin, S. M. ve Noor, S. M. (2014). The effectiveness of integrated advertisement message strategy in developing audience-based brand equity. Global Business & Management Research, 6(4), 308-318.
Akbayır, Z. (2016). Bana bir hikâye anlat: marka iletişiminde hikâyeleştirme ve internet. Karadeniz Teknik Üniversitesi İletişim Araştırmaları Dergisi, 6(2), 67-84.
Akın, G. (2020). Reklamdan kaçinma davranişi çerçevesinde çevrimiçi davranişsal reklam ve marka imaji ilişkisi. Ege Üniversitesi İletişim Fakültesi Medya ve İletişim Araştırmaları Hakemli E-Dergisi (7), 59-86.
Al-Azzam, A. F. M., Alserhan, A. F., & Al-Assaf, K. T. (2024). Examining the influence of integrated marketing communications on firm performance: An empirical study. Journal of System and Management Sciences, 14(3), 418-436.
Amin, A. (2009). The social economy: International perspectives on economic solidarity. Bloomsbury Publishing.
Anabila, P. (2020). Integrated marketing communications, brand equity, and business performance in micro-finance institutions: An emerging market perspective. Journal of Marketing Communications, 26(3), 229-242.
Baş, M., & Göral, S. (2017). Tüketicilerin perakende markalarına bakışı: Kooperatif marka örneği. Üçüncü Sektör Sosyal Ekonomi Dergisi, 52, 492-514.
Belch, G. E., & Belch, M. A. (2004). Advertising And Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill.
bin Abdul Lasi, M., bt Tarmidzi, N. N., bin Abdul Hamid, A. B., & bin Jantan, A. H. (2018). The role of integrated marketing communication (IMC) in the context of the fourth industrial revolution and the need for higher education to adapt to it. Social Sciences, 13(2), 55-69.
Birchall, J. (2013). Understanding cooperative values and principles: The case of the International Co-operative Alliance (ICA). Annals of Public and Cooperative Economics, 84(2), 125-143.
Bórawski, P., Bełdycka-Bórawska, A., Parzonko, A., Rokicki, T. & Holden, L. (2022). Changes in the comparative advantage of Polish dairy products. Agricultural Economics, 68(12), 464-475.
Bordian, M., Gil-Saura, I., Šerić, M., & Berenguer-Contri, G. (2023). Effects of integrated marketing communication for sustainability and ecological knowledge: A cross-cultural approach in hospitality. European Journal of Tourism Research, 35, 1-17.
Bruhn, M., & Schnebelen, S. (2017). Integrated marketing communication–from an instrumental to a customer-centric perspective. European journal of marketing, 51(3), 464-489.
Bühler, M.M., Calzada, I., Cane, I., Jelinek, T., Kapoor, A., Mannan, M., Mehta, S., Mookerje, V., Nübel, K., Pentland, A., Scholz, T., Siddarth, D., Tait, J., Vaitla, B., Zhu, J. (2023). Unlocking the power of digital commons: Data cooperatives as a pathway for data sovereign, innovative and equitable digital communities. Digital, 3, 146-171.
Büyüköztürk, Ş. (2007). Faktör analizi: Temel kavramlar ve ölçek geliştirmede kullanımı, Eğitim Yönetimi Dergisi. 32, 470-483.
Charlebois, S., Latif, N., Ilahi, I., Sarker, B., Music, J., & Vezeau, J. (2024). Digital traceability in agri-food supply chains: A comparative analysis of OECD member countries. Foods, 13(7), 1075.
Chungyas, J I., & Trinidad, F. (2022). Strategic management practices and business performance of cooperatives in Ifugao, Philippines: basis for strategic planning model. International Journal of Management & Entrepreneurship Research, 4(2), 84-104. https://doi.org/10.51594/ijmer.v4i2.293
Coleman, D. A. (2011). Service brand identity: definition, measurement, dimensionality and influence on brand performance. (Ph. D. Thesis), University of Birmingham.
Cornelissen J. P., & Lock, A. R. (2000). Theoretical concept or management fashion? Examining the significance of IMC. Journal of Advertising Research, 40(5), 1-8.
Cristobal-Fransi, E., Daries, N., Cardona, J. R., & Del Río-Rama, M. D. L. C. (2023). Challenges of digitization in the social economy in times of pandemic: the evolution of online presence and e-commerce in agri-food cooperatives. Agricultural and Food Economics, 11(1), 49.
Cvjetković, M., Cvjetković, M., & Stepanov, S. (2021, December 16). The role of integrated marketing communications in building a brand and improving business performance (pp. 77–86). In 7th International Scientific-Business Conference LIMEN 2021: Leadership, Innovation, Management and Economics—Integrated Politics of Research (Selected Papers). Graz, Austria.
Çalık, M., Altunışık, R., & Sütütemiz, N. (2013). Bütünleşik pazarlama iletişimi, marka performansı ve pazar performansı ilişkisinin incelenmesi. Uluslararası Yönetim İktisat ve İşletme Dergisi, 9(19), 137-161.
Dancey, C. P., & Reidy, J. (2017). Statistics without Maths for Psychology. Pearson.
Defourny, J., & Nyssens, M. (2017). Fundamentals for an international typology of social enterprise models. VOLUNTAS: International Journal of Voluntary and nonprofit organizations, 28(6), 2469-2497.
Delgado-Ballester, E. & Munura-Aleman, J. L. (2005). Does brand trust matter to brand equity?, Journal of Product & Brand Management, 14(3), 187-196.
Dere, E. H. (2006). Tarımsal pazarlama sorunları ve Sultandağı kirazı üzerine bir araştırma, Yüksek Lisans Tezi. Kocatepe Üniversitesi Sosyal Bilimler Enstitüsü, Afyonkarahisar.
Dewhirst, T. & Davis, B. (2005). Brand strategy and integrated marketing communication (IMC). Journal of Advertising, 34(4), 81–92.
Diyani, L. A. Widiawati, K. & Muis, I. (2022). Assistance in using the marketplace platform for scavenger groups. Abdimas: Jurnal Pengabdian Masyarakat Universitas Merdeka Malang, 7(3), 471-486.
Duncan, T. R. & Moriarty, S. (1997). Driving Brand Value, New York: McGraw Hill.
Durmaz, Y. (2022). Pazarlama ilkeleri Kavram – Teori – Uygulama, İstanbul: Seçkin Yayıncılık.
Ebren, F. (2006). Bütünleşik pazarlama iletişiminin algılanışı ve uygulanması: Reklam ajansları ve firmalar düzeyinde araştırmalar, Doktora tezi, Akdeniz Üniversitesi SBE, Antalya.
Eren, Y.S., & Eker, B. U. S. (2012). Kurumsal sosyal sorumluluk algısının marka imajı, algılanan değer, müşteri tatmini ve marka sadakatine etkisi üzerine bir saha araştırması: X markası örneği. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 17(2), 451-472.
Feng, M., Chen, C., & Ha, J. (2023). Do Industry Peers across and within Regions Affect Corporate Environmental Responsibility? Evidence from Chinese Listed Companies. Polish Journal of Environmental Studies, 32(3). https://doi.org/10.15244/pjoes/161668
Field, A. (2013). Discovering Statistics Using IBM SPSS Statistics. SAGE Publications.
Foroudi, P., Dinnie, K., Kitchen, P. J., Melewar, T. C., & Foroudi, M. M. (2017). IMC antecedents and the consequences of planned brand identity in higher education. European Journal of Marketing, 51(3), 528-550.
Garda, B. (2016). Bütünleşik pazarlama iletişimi: Konya ili örneği. Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi, 19, 243-260.
George, D., & Mallery, P. (2024). IBM SPSS statistics 29 step by step: A simple guide and reference. Routledge.
Göktaş, B. & Parıltı, N. (2016). Bütünleşik pazarlama iletişiminin marka imajına etkisi: Bir uygulama. Gazi Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 18(3), 923-944.
Gönülşen, G. (2020). Olumlu Marka İmajı Yaratmada Influencer Pazarlama Stratejisinin Marka Algısı Üzerindeki Etkisi: Foreo Türkiye Markasının Uygulamalarına Yönelik Bir Araştırma. Akdeniz Üniversitesi Sosyal Bilimler Enstitüsü Dergisi (8), 9-34.
Gözübüyük, H. Ş. (2015). Satın alma davranışı üzerinde ambalajın etkisi, Yüksek lisans tezi, Bartın Üniversitesi Sosyal Bilimler Enstitüsü, Bartın.
Güriş, S. & Çağlayan, E. (2005). Ekonometri, Der Yayınları.
Gürsoy, Ö. B. (2022). Türkiye’de e-ticaret platformlarında satış yapan kırsal kadın kooperatiflerinin incelemesi. Beykoz Akademi Dergisi, 10(1), 265-279.
Güzel, O. & Aktaş, H. (2024) Kooperatiflerde başarı faktörleri. İzmir: Duvar yayınları.
Hair, J. F., Babin, B. J., Anderson, R. E., & Black, W. C. (2019). Multivariate Data Analysis. Pearson.
Hamluddin, H., & Wibowo, M. D. A. (2023). Marketing communication strategies for increasing the sales of digital printing products. Makna: Jurnal Kajian Komunikasi, Bahasa, dan Budaya, 13(2), 68-86. https://doi.org/10.33558/makna.v13i2.7304
Hataş, B. (2017). Bütünleşik pazarlama iletişimi ve sosyal medyanın etkileri, Yüksek lisans tezi, KTO Karatay Üniversitesi Sosyal Bilimler Enstitüsü, Konya.
Huang, S., Hai, X., Adam, N. A., Fu, Q., Ahmad, A., Zapodeanu, D., & Badulescu, D. (2022). The relationship between corporate social responsibility on social media and brand advocacy behavior of customers in the banking context. Behavioral Sciences, 13(1), 32-44.
Irmaklıoğlu, T., & Irk, E. (2022). Türkiye’de kooperatifçiliğin tarihsel gelişimi. Yönetim ve Örgüt Tarihi Dergisi, 1(2), 102-115.
Jia, T., Iqbal, S., Ayub, A., Fatima, T. & Rasool, Z. (2023). Promoting responsible sustainable consumer behavior through sustainability marketing: the boundary effects of corporate social responsibility and brand image. Sustainability, 15(7), 6092. https://doi.org/10.3390/su15076092
Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31-36.
Kalaycı, Ş. (2010). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri. Ankara: Asil Yayın Dağıtım.
Karafakıoğlu, M. (2021). Pazarlama İlkeleri. İstanbul: Beta Basım Yayım.
Karayel Bilbil, E. & Orha Hazar, S. (2024). Kurumsal itibar, marka güveni ve marka sadakati kavramlarına yönelik bir araştırma. Selçuk İletişim Dergisi, 17(1), 100-131.
Katebi, A., Saheli, A. M., Aghaei, H., & Ahmadi, Q. (2024). Meta-analysis of communication and organizational performance: moderating effects of research subject, country and year of publication. Journal of System Management, 10(1), 1-10.
Keller, K. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson Education.
Kızılgeçi, Ç. (2024). From digital footprints to gastro-trends: A social media-based qualitative analysis of Mardin's tourist attraction strategies. WATERRA, 1(1), 45-54.
Kim, S., Kim, A., Huh, K., & Park, S. (2025). The effects of corporate social responsibility on member loyalty: The mediating effect of psychological ownership and customer citizenship behaviour in Korean consumer cooperatives. Annals of Public and Cooperative Economics, 96(1), 99-120.
Kitchen, P. J., & Burgmann, I. (2010). Integrated marketing communication. Wiley international encyclopedia of marketing. 1-23
Kliatchko, J. (2008). Revisiting the IMC construct: A revised definition and four pillars. International Journal of Advertising, 27(1), 133-160.
Korkut, Ö. İ., Akyol, A. & Altaş, D. (2005). Marka değeri bütünleşik pazarlama iletişiminin rolü ve şirket performansına etkisi: içecek sektöründe uygulamalı bir araştırma. Trakya Üniversitesi Sosyal Bilimler Dergisi, 7(2), 13-32.
Kotler, P. (2003). Marketing management. Prentice Hall.
Lang, M., Chvaja, R., Grant Purzycki, B., Václavík, D. & Staněk, R. (2022). Advertising cooperative phenotype through costly signals facilitates collective action. Royal Society open science, 9(5), 202202. https://royalsocietypublishing.org/doi/10.1098/rsos.202202
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of marketing, 80(6), 69-96.
Liang, X., Yang, Y., Gong, Q., Li, S., & Guo, G. (2021). Research on the relationship between self-improvement values and green brand identity. In E3S Web of Conferences (Vol. 261, p. 04016). EDP Sciences.
Limnios, E. M., Mazzarol, T., Soutar, G. N., & Siddique, K. H. (2018). The member wears Four Hats: A member identification framework for co-operative enterprises. Journal of Co-operative Organization and Management, 6(1), 20-33.
Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability and brand performance. Journal of advertising, 44(1), 37-46.
Madhavaram, S., Badrinarayanan, V., & McDonald, R. E. (2005). Integrated marketing communication (IMC) and brand identity as critical components of brand equity strategy: A conceptual framework and research propositions. Journal of advertising, 34(4), 69-80.
Martos-Pedrero, A., Cortés-García, F. J., Abad-Segura, E., & Belmonte-Urena, L. J. (2025). Internationalization, innovation, and resilience: Financial performance of agricultural cooperatives in southeastern Spain's rural economy. Journal of Rural Studies, 117, 103682.
Mohanachandran, D. K., Kumari, S., Sachdeva, P., Govindarajo, N. S. & Kumar, M. (2022). predicted role of integrated marketing communication on Malaysian SME’s business performance. In International Conference on Business and Technology (pp. 1056-1069). Cham: Springer International Publishing.
Nesterenko, V. (2023). Influence of socio-demographic factors on the development of marketing communications. Scientific Bulletin of Mukachevo State University. Series “Economics”, 2(10), 9-20.
Noer, I., Handayani, S., & Fatih, C. (2020, August). Do farmers higher benefit and value added from collective marketing? (The case of coffee marketing in Lampung province Indonesia). In First International Conference on Applied Science and Technology (iCAST 2018) (pp. 5-7). Atlantis Press. https://doi.org/10.2991/assehr.k.200813.002
Odabaşı, Y. & Barış, G. (2007). Tüketici davranışı. İstanbul: MediaCat Akademi.
Olech, I., & Anyebe, D. (2024). From trust to circular economy: Evolution of blockchain’s impact on agri-food supply chains. Journal of Agribusiness and Rural Development, (3 [73]).
Özkök, Y., & Köse, Z. (2021). Kooperatifçilik ve bölgesel kalkınma ilişkisi: Türkiye üzerine bir inceleme. Üçüncü Sektör Sosyal Ekonomi Dergisi, 56(4), 2647-2664.
Öztaş, N. (2017). Dijital pazarlamada marka yönetiminin önemi ve hızlı tüketim sektörüne yönelik bir uygulama, Yüksek lisans Tezi, Üsküdar Üniversitesi SBE. İstanbul.
Özüdoğru, H. (2004). Köy-Koop Kırklareli Birliği’nin ekonomik analizi ve yöneticilerin kooperatif işletmelerinin başarısına etkilerinin değerlendirilmesi, Doktora tezi, Ankara Üniversitesi. Ankara.
Özüdoğru, H. (2010). Kooperatiflerde Pazarlama. Ziraat Mühendisliği, 354, 58-64.
Pallant, J. (2020). SPSS Survival Manual: A Step-by-Step Guide to Data Analysis Using IBM SPSS (7th ed.). McGraw-Hill Education.
Pereira, M. d. S., de Castro, B. S., Cordeiro, B. A., de Castro, B. S., Peixoto, M. G. M., da Silva, E. C. M., & Gonçalves, M. C. (2025). Factors of customer loyalty and retention in the digital environment. Journal of Theoretical and Applied Electronic Commerce Research, 20(2), 71. https://doi.org/10.3390/jtaer20020071
Phokwane, C., & Makhitha, K. M. (2020). The effects of years of operation, business training and business turnover on marketing communication strategies of smes in Polokwane South Africa. Academy of Entrepreneurship Journal, 26, 1-15.
Qorri, D., & Felfoeldi, J. (2024). Research trends in agricultural marketing cooperatives: a bibliometric review. Agriculture, 14(2), 199.
Rajagopal, P. (2019). Contemporary Marketing Strategy. Springer. https://doi.org/10.1007/978-3-030-11911-9
Reid, M. (2002). Building strong brands through the management of integrated marketing communications. International Journal of Wine Marketing, 14(3), 37-52.
Rounaghi, M. M., Jarrar, H., & Dana, L. P. (2021). Implementation of strategic cost management in manufacturing companies: overcoming costs stickiness and increasing corporate sustainability. Future Business Journal, 7, 1-8. https://doi.org/10.1186/s43093-021-00079-4
Sağlam, M. & Avcı, İ. (2019). Ürün yerleştirmeye yönelik tutumun marka farkındalığı üzerindeki etkisinde marka deneyiminin aracı rolünün incelenmesi: Fi Dizisi Örneği. Connectist: Istanbul University Journal of Communication Sciences, 57, 125-154.
Schultz, D. E., & Schultz, H. F. (1998). Transitioning marketing communication into the twenty-first century. Journal of marketing communications, 4(1), 9-26.
Sekaran, U. & Bougie, R. (2016). Research methods for business, Wiley Publishing.
Shao, H., Guo, Y., Yuan, W., Tee, M., Lu, L., & Zhou, F. (2024). A Study on the impact of agricultural brand awareness on purchase decisions in e-commerce platforms. Available at SSRN 4871054.
Spear, R. (2000). The Co-operative advantage. Annals of Public & Cooperative Economics, 71(4), 501-514.
Sripaka, N. (2016). The Impact of Effectiveness Integrated Marketing Communication and Image to Promote Marketing on Competitiveness of the Telecommunications industry. Case Study TOT Company Limited (Doctoral dissertation).
Şimşek, M. & Nursoy M., (2002), Performans ölçme. Hayat Yayıncılık.
Tafesse, W., & Wien, A. (2018). Using message strategy to drive consumer behavioral engagement on social media. Journal of Consumer Marketing, 35(3), 241-253.
Ticaret Bakanlığı. (2023). Kooperatifçilik eğitim kitabı. T.C. Ticaret Bakanlığı, Esnaf, Sanatkârlar ve Kooperatifçilik Genel Müdürlüğü.
Tolon, M. & Zengin, A. Y. (2019). Bütünleşik pazarlama iletişimi yönetim. Detay Yayıncılık.
Topaloğlu, E. Ö. (2021). Türkiye’de tarımsal kooperatif örneği: Konya şeker AŞ’nin tarihsel gelişimi. International Journal of Social and Humanities Sciences Research, 8(71), 1498-1502.
Uzgören, N. (2012). Bilimsel araştırmalarda kullanılan temel ve istatistiksel yöntemler ve SPSS uygulamaları. Ekin Basım Yayın Dağıtım.
Valette, J., Amadieu, P., & Sentis, P. (2024). The challenging assessment of agricultural cooperatives’ performance: A balance oriented approach. Finance Contrôle Stratégie, 27-4.
Verhoef, P. C. (2021). Omni-channel retailing: some reflections. Journal of Strategic Marketing, 29(7), 608-616.
Vignesh, B., Chandrakumar, M., Divya, K., Prahadeeswaran, M., & Vanitha, G. (2025). Blockchain technology in agriculture: Ensuring transparency and traceability in the food supply chain. Plant Science Today, 12, 5970.
Yakın, V. & Güven, H. (2020). COVID-19 pandemi döneminde iç müşteri şikâyetlerinin diş müşterilerin marka imaj algisi ve marka sadakati kapsaminda analizi. Econharran, 4(6), 128-156.
Yalçın, A. Z. (2022). Yerel kalkınma bağlamında kooperatifler ve belediye etkileşimi. Maliye Araştırmaları Dergisi, 8(1), 1-20.
Yao, S. (2022). Design of brand business model based on big data and Internet of things technology application. Computational intelligence and neuroscience, 2022(1), 9189805.
Yıldırım, U. D. (2017). Tarımda alternatif kamusallığın olanakları: İzmir tire süt kooperatifi örneği. Meltem İzmir Akdeniz Akademisi Dergisi, 2, 50-67.
Yıldız, S. (2020). Tarımsal pazarlama ve tarımsal kooperatiflerin tarımsal pazarlamadaki yeri, Uluslararası Sosyal Araştırmalar Dergisi, 13(72), 265-278.
Yuen, K. F., Lee, J. D., Nguyen, C. T., & Wang, X. (2024). Leveraging social media for stakeholder engagement: A case on the ship management industry. Information, 15(11), 693.
Yurdakul, N. B. (2003). İşletme yönetiminde iki stratejik görev: İmaj-marka yönetimi ve müşteri ilişkileri yönetimi. Manas Üniversitesi Sosyal Bilimleri Dergisi, 8(1), 205-211.
Zhang, J., & Liu-Thompkins, Y. (2024). Personalized email marketing in loyalty programs: The role of multidimensional construal levels. Journal of the Academy of Marketing Science, 52(1), 196-216.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Third Sector Social Economic Review
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
