Develo** the integrated marketing communication (imc) through social media (sm): the modern marketing communication approach
The increased usage of social media forced the brands to integrate social media in their
marketing communication channel, as it becomes the need of the hour, as it determines …
marketing communication channel, as it becomes the need of the hour, as it determines …
Measuring integrated marketing communication by taking a broad organisational approach: The firm-wide IMC scale
Purpose The purpose of this research is twofold: first, to conceptualise integrated marketing
communication (IMC) by adopting a more inclusive and broader organisational perspective …
communication (IMC) by adopting a more inclusive and broader organisational perspective …
Integrating social media within an integrated marketing communication decision-making framework
The reported failure of organisations to successfully implement social media (SM) within
marketing communications is likely to result in competitive disadvantage. An exploratory …
marketing communications is likely to result in competitive disadvantage. An exploratory …
Analyzing the influence of firm-wide integrated marketing communication on market performance in the hospitality industry
Over the last decade, scholars have recently emphasized the need for tourism marketers to
orchestrate the wide range communication activities and forms via the adoption of Integrated …
orchestrate the wide range communication activities and forms via the adoption of Integrated …
The antecedent role of a collaborative vs. a controlling corporate culture on firm-wide integrated marketing communication and brand performance
This study aims to (i) demonstrate the influence of two types of corporate culture (CC),
namely collaborative and controlling, on firm-wide integrated marketing communication …
namely collaborative and controlling, on firm-wide integrated marketing communication …
IMC capability: antecedents and implications for brand performance
Purpose Drawing on the resource-based view, this paper aims to investigate how a firm's
integrated marketing communication (IMC) as a capability is influenced by the …
integrated marketing communication (IMC) as a capability is influenced by the …
Revisiting integrated marketing communication (IMC): a scale to assess IMC in higher education (HE)
J Gordon-Isasi, L Narvaiza, JJ Gibaja - Journal of Marketing for …, 2021 - Taylor & Francis
Integrated marketing communication (IMC) has attracted the interest of marketing and
management scholars since it was first introduced. A theoretical debate on definitional and …
management scholars since it was first introduced. A theoretical debate on definitional and …
Integrated marketing communication in hospitality SMEs: analyzing the antecedent role of innovation orientation and the effect on market performance
AC Pisicchio, AMM Toaldo - Journal of Marketing Communications, 2021 - Taylor & Francis
Integrated marketing communication (IMC) process is considered a way to develop a long-
term relationship with the organization's stakeholders and increase its results, besides that …
term relationship with the organization's stakeholders and increase its results, besides that …
Managing creativity in the age of data-driven marketing communication: A model for agencies to improve their distribution and valuation of creativity
Whereas the need for integrated marketing communication has been given considerable
attention by researchers in recent decades, the integration of creativity into integrated …
attention by researchers in recent decades, the integration of creativity into integrated …
The impact of customer performance on IMC outcomes: firm size moderation in the inter-country context
Purpose Taking the customer-centric nature of integrated marketing communications (IMC),
this article investigates the specific role of customer performance in IMC effectiveness in …
this article investigates the specific role of customer performance in IMC effectiveness in …