The effect of integrated marketing communication activities on product performance in third sector enterprises: An application S.S. Çamönü Agricultural Development Cooperative

Social economies and cooperatives are defined as "third sector" organizations that play a role in solving social and economic problems as an alternative to public policies and institutions in the field of social services and assistance. This sector can provide partial solutions to unemployment, income inequality, economic growth problems and cyclical economic fluctuations. In the current economic climate, the social and cooperative economy is undoubtedly growing in importance, and is now recognized as the third largest sector after the traditional private and public sectors. This sector can contribute to sustainable social welfare through local development. It also supports pluralism by bringing stability to the market. By establishing better governance conditions through heterarchical relationships, inclusive growth, income justice, social integration and sustainable prosperity can be achieved. In this context, the study aims to determine the effect of integrated marketing communication on product performance and cooperative performance of producers who are members of S.S. Çamönü Agricultural Development Cooperative in Akhisar district of Manisa province. For this purpose, on the basis of relational survey model, a survey was conducted with 348 producers using convenience sampling on the basis of volunteerism with the producers who are members of S.S. Çamönü Agricultural Development Cooperative in Çamönü neighborhood in Akhisar district of Manisa province between 02.01.2023 and 01.03.2023. The correlation analysis revealed that there is a moderate positive relationship between integrated marketing communication and product performance with r=0.453 and p<0.05 significance level. There is a weak positive relationship between integrated marketing communication and cooperative performance with r=0.336 and a significance level of p<0.05. As a result of the regression analysis, integrated marketing communication has an effect on product performance (F=89.384; p<0.05; β=0.614) and on cooperative performance (F=44.098; p<0.05; β=0.298). There is no significant difference between integrated marketing communication and the demographic variables gender (p=0,376) and age (p=0,122), while there is a significant difference between education (p=0,000) and status (p=0,001). While there is no significant difference between product performance and gender (p=0,402) and demographic variables, there is a significant difference between age (p=0,000), education (p=0,000) and status (p=0,000). While there is no significant difference between cooperative performance and demographic variables gender (p=0,769) and age (p=0,482), there is a significant difference between education (p=0,000) and status (p=0,047).