Measuring integrated marketing communication by taking a broad organisational approach

Porcu, Lucía; Barrio‐García, Salvador del; Kitchen, Philip J.

doi:10.1108/ejm-08-2015-0587

Cited by 63 publications

(88 citation statements)

References 62 publications

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“…In accordance with the integrated marketing communications paradigm, social media have become very important in terms of interaction and ubiquitous communication (Porcu et al, 2017).…”

Section: Message Sourcementioning

confidence: 99%

Engaging customers through user-and company-generated content on CSR

Badenes-Rocha

Mafé

Bigné

2019

SJME

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Purpose This study aims to analyze the role of corporate social responsibility (CSR) customer perceptions, customer–company identification and customer trust on customer engagement (CE), paying special attention to the moderating effects of two types of social media communication, firm-generated content and user-generated content. Design/methodology/approach The study uses a mixed-methods’ approach. First, a single-factor experiment using Twitter posts as stimuli with 227 hotel guests. The structural model was analyzed using SmartPLS 3.2.7. Second, structured in-depth interviews were undertaken with three hotel industry experts to complement the conclusions of the quantitative study. Findings The results show that when a customer trusts a hotel and identifies with its corporate values, CSR tweets generate CE toward the hotel. CSR communications made by customers reinforce the impact of CSR tweets on customer trust more than CSR tweets posted by hotels. Hotel industry experts give insights to explain these results in different types of hotels. Practical implications CSR communications made through Twitter affect customers’ perceptions of a hotel’s CSR activities and customer trust in hotels, especially if they originate from a source external to the company. This result can be of use for hotel managers who have not previously given importance to active CSR communications or the interactivity of social media. Originality/value The authors show the moderating effect of user-generated content in the relationship between CSR customer perceptions and customer trust, thus contributing to the research into the effectiveness of social media. They use a mixed-methods’ approach to increase the validity of the results.

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“…In accordance with the integrated marketing communications paradigm, social media have become very important in terms of interaction and ubiquitous communication (Porcu et al, 2017).…”

Section: Message Sourcementioning

confidence: 99%

Engaging customers through user-and company-generated content on CSR

Badenes-Rocha

Mafé

Bigné

2019

SJME

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“…Despite the spread of the concept among scholars and practitioners, the idea of "integrated communications" is still shrouded in some ambiguity (Low, 2000) due to the lack of any formal theoretical conceptualization and empirically tested measurement methods (Porcu et al, 2017). Thus, it is considered to be a re-invention of existing marketing concepts (Spotts et al, 1998) The core idea of these four main issues is their basic assumption that integration is an organizational/managerial philosophy which aims to overcome the isolation of the different communications activities that the company can choose from (Siano et al, 2013).…”

Section: Introductionmentioning

confidence: 99%

The role of physical metaphors for decision-making in integrated corporate communication

Siano

Vollero

Volpe

et al. 2018

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Purpose -The role of metaphors in information management has generally been acknowledged due to their ability to convey immediately huge amounts of information and richness. Their role is more and more important in the current digital context of communication and marketing activities, as the decision speed and accuracy are crucial. The aim of this study is thus to analyse physical metaphors as tools for making sequential decisions to achieve effective Integrated Corporate Communication (ICC).Design/methodology/approach -The paper draws on critical analysis of literature on corporate communication and stakeholder management as building blocks for implementing an integrated approach to corporate communications.Findings -A revision of two well-known physical metaphors in the communication literature (the "wheel" and "umbrella") has been proposed. It is argued that integrated communication within corporate communications is more complex than in marketing communications, since it involves a greater variety of elements to coordinate and harmonize. The proposed physical metaphors suggest an effective sequential decision-making as they allow a clear distinction between different decision levels.Research limitations/implications -The paper adds to the debate on the link between theory and practice of ICC. From a practical standpoint, the proposed metaphors as simple and concrete tools for handling complex information and ICC problems could aid novice practitioners and students of corporate communications courses.Originality/value -The paper shows that while scholars have concurred that integrated corporate communication is crucial for different type of organisations, the use of physical metaphors can be beneficial for the reality-based challenge of ICC. Key words: integrated corporate communication, physical metaphors, communication mix, message coordination 2 IntroductionUntil the end of '80s, in the traditional approach to marketing communications, companies and communication agencies create separate plans for each communication technique, such as advertising, direct marketing, sales promotions, etc. In most cases, the result was a fragmentation of information about the company/brand that was perceived in a different way according to the different type of communication means used. From the early '90s, an integrated approach to communication has been progressively introduced to use the same communication tools and to reinforce each other. By communicating the same information in advertising messages, in press releases and in direct mails, companies are in fact able to improve the effectiveness of communication.The basic principle of coordinating communication activities has thus been referred to by authors wishing to see a convergence of the Corporate affairs/Public Relations and Marketing functions of companies, based on shared concepts and methodologies (e.g., Kotler and Mindak, 1978;Porterfield, 1980;Smith, 2012).The integrated communication paradigm then spread under the name of "Integrated Marketing Communi...

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“…There is now acceptance by most academics and practitioners that IMC is the most effective process to adopt in the present complex multi-channel digital environment (Child, 2012;Keller, 2016) and there is growing evidence that IMC results in a strong positive impact on brand and financial performance (Luxton, Reid, & Mavondo, 2015;Porcu, Del Barrio-Garcia, & Kitchen, 2017). IMC has recently been described as in its midrange level of maturity (Kerr & Patti, 2015).…”

Section: Integrated Marketing Communicationsmentioning

confidence: 99%

“…With the Chief Executive Officer's (CEO) support, obstacles such as changing existing organisational structures and corporate cultural issues can be addressed. Porcu et al (2017) also acknowledge the important role that senior management have in orchestrating vertical and horizontal alignment within the client organisation as well as with external stakeholders.…”

Section: Q1: What Role Should Clients Take To Enable Collaboration Anmentioning

confidence: 99%

How to achieve true integration: the impact of integrated marketing communication on the client/agency relationship

Mortimer

Laurie

2019

Journal of Marketing Management

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Reports from the advertising industry suggest that the pressure to create effective integrated campaigns across the ever-increasing mix of paid, owned and earned media is putting an enormous strain on client/agency relationships. This research identifies the main challenges that an Integrated Marketing Communication (IMC) approach places on this relationship and thereby advances the IMC literature by examining the practical challenges of implementation. Six key issues, developed from academic and industry sources, are presented to advertising experts, through a Delphi study, to stimulate debate and identify areas of agreement. The findings are brought together in a model which presents three main areas that need to be addressed, along with specific recommendations. These topics include the need for clients to provide stronger leadership in defining agency roles and responsibilities, more transparent remuneration systems to encourage teamwork across agencies as well as individual input and an increased emphasis on the strategic contribution from agencies.

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Measuring integrated marketing communication by taking a broad organisational approach

Abstract: Ti t l e M e a s u ri n g in t e g r a t e d m a r k e ti n g c o m m u ni c a tio n by t a ki n g a b r o a d o r g a ni s a tio n al a p p r o a c h : t h e fir m-wi d e IMC s c al e

Cited by 63 publications

References 62 publications

Engaging customers through user-and company-generated content on CSR

Engaging customers through user-and company-generated content on CSR

The role of physical metaphors for decision-making in integrated corporate communication

How to achieve true integration: the impact of integrated marketing communication on the client/agency relationship

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