IMC and SOSI as determinants of organisational performance: the moderating effect of retailer type

Purpose The purpose of this study is to examine the driving effect of Integrated Marketing Communications (IMC) on Sustainability-Oriented Service Innovation (SOSI) and to analyse the impact of SOSI on both financial and non-financial organisational performance. In addition, the study evaluates the moderating effect of retailer type, distinguishing between large and small retailers. Design/methodology/approach To achieve the study’s objectives, a personal survey was conducted with 200 retail establishment managers. Data collected was analysed using SmartPLS to explore the relationships between IMC, SOSI and organisational performance. Findings The findings suggest that IMC is a crucial tool to foster SOSI, which in turn improves organisational performance. Furthermore, the study identifies significant differences in these relationships based on retailer type, with small retailers exhibiting more pronounced effects compared to large retailers. Originality/value This study contributes to the existing literature by providing insights into how IMC can drive sustainability-oriented service innovation and its impact on organisational performance. It also highlights the differential effects of retailer size on these relationships, offering new perspectives on the role of IMC in retail settings.