Systematic Analysis of Integrated Marketing Communication Research

Abstract

This study aims to analyze international scientific articles for integrated marketing communication research systematically, both from the perspective of themes, research locations and subjects, as well as the research methods used. This study reviewed 149 scientific articles and presented four main findings. First. The first theme in marketing communications research is integrated with marketing communications and customer relationship management, the second theme deals with the concept known as value added of the plans developed for the role of communication. Second, the questionnaire is a data collection that is predominantly used. Third, research on integrated marketing communications, both in developing and developed countries, has almost the same number of studies. Fourth, based on the bibliometric technique using Vosviewer, it is divided into four clusters and recommends further research agendas to elaborate theoretical and methodological aspects by testing the four themes. By exploring these four themes, it will contribute further to the development of integrated marketing communications in the future.

The Digital Transformation: The Forty Years of Marketing Communication Research

“…Maggon (2022) highlighted the importance of internal communication, trust, commitment, and loyalty in relationship marketing. Pahlevi and Nurcahyo (2022) emphasized the integration of marketing communications with customer relationship management and the value-added role of communication. The study by Cuevas-Molano, Sánchez-Cid, and Matosas-López (2020) focused on the brand content strategy employed in social media platforms.…”

“…Bibliometric studies often have practical implications for professionals and policymakers. Maggon (2022) and Pahlevi and Nurcahyo (2022) delve into internal communication and customer relationship management, offering actionable insights for improving marketing strategies and enhancing customer relations. The study by Pang et al (2020) highlights the need for equitable attention across various academic fields within social media marketing.…”

Marketing Communications in the Era of Digital Transformation

“…Moreover, it is appropriate to employ the latest technologies and interactive formats to engage younger audiences while using more traditional formats for older demographics. This approach enables enterprises to effectively capture the attention of different consumer groups and enhance the effectiveness of their marketing communication strategy [47].…”

“…The lack of a comprehensive understanding of consumer attitudes towards different types of marketing communications predetermined the research relevance, aim, objectives, and in approaching consumers and reaching the desired target audience. R. Pehlevi [47] crafted bibliometric analyses of scientific articles on integrated marketing communications and identified four primary trends: the integration of marketing communications with customer relationship management, the concept of added value in communication plans, the utilization of questionnaires as a data collection method, and an equal number of studies on integrated marketing communications in both developed and developing countries. D. Mulder [42] examined the history of marketing communication and emphasized the importance of studying this history to understand a new approach called integrated communication.…”