The effect of integrated marketing communications on the performance of private banks in Juba, South Sudan

This study examines the effect of integrated marketing communications on the performance of private banks in Juba, South Sudan. Utilizing a quantitative and descriptive research design, the investigation collected numerical data from 159 marketing managers and executives across six private banks. The research aimed to analyze the relationship between five independent variables—Advertising, Personal Selling, Sales Promotion, Public Relations, and Direct Marketing—and the dependent variable, Performance. The analysis employed a regression model to determine the impact of each marketing communication strategy on bank performance. The results revealed an Adjusted R Square value of .670, indicating that approximately 67% of the variability in Performance could be explained by the integrated marketing communications strategies. The findings align with empirical research, highlighting the importance of a well-coordinated promotional mix. The research contributes to the understanding of marketing strategies in the banking sector and provides a foundation for future studies to explore the long-term effects and adaptability of these strategies in different cultural and economic contexts.