Factors Affecting the Role of IMC on LGBT Communities’ Intention to Recommend Technology Products

Abstract

Integrated marketing communication (IMC) increases the efficacy and efficiency of marketing endeavours by consistently communicating with consumers via a variety of channels. In light of these black-box and complicated issues, this research proceeds with a unifying review of the IMC literature and tries to turn it in the direction of how the LGBT community has been portrayed in it and as an audience how they have been impacted. The purpose of this research is to understand and analyse the factors which play a major role in the potential customers of the LBGT community’s intention to recommend any technology products. We have developed eight hypotheses based on the UTAUT-extended model. The data were collected from 450 self-proclaimed LGBT community members from five major cities in India. The samples were collected using purposive and snowball techniques. The findings demonstrate that factors such as behavioural intention, user behaviour, consumer technology adoption, intention to recommend and IMC play a major role in motivating and influencing the community to adopt and recommend technology products.