thesis on integrated marketing communication

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The impact of omnichannel integrated marketing communications (IMC) on product and retail service satisfaction

Journal of Economics, Finance and Administrative Science

ISSN : 2218-0648

Article publication date: 17 May 2023

Issue publication date: 11 December 2023

This study reviewed three customer-perceived components of integrated marketing communications (IMCs): consistency, interactivity and connectivity, as predictors of positive customer evaluation (product and retail service satisfaction).

Design/methodology/approach

The customer data from 260 surveys were analysed using structural equation modelling (SEM). The data were collected from the emerging economy in the Moscow region (Russia).

The results reported that IMC consistency positively impacts product and service satisfaction. However, the effect of IMC interactivity was only significant in the case of service satisfaction. Meanwhile, IMC connectivity positively influenced only product satisfaction.

Research limitations/implications

The study contributes to the marketing communications theory by defining three components of omnichannel IMC. It also adds to the customer behaviour theory by confirming the diverse nature of product and service evaluation. This study focuses on the retail industry.

Practical implications

This research suggests that three components of IMC should be applied together towards enhancing the customer's positive post-purchase evaluation. Meanwhile, consistency enhances product and service satisfaction, interactive impacts satisfaction with the organization and connectivity with the retail service.

Originality/value

The shift toward omnichannel marketing requires a broader perspective on communication integration. This research reports a novelty result of estimating the separate effect of each component of omnichannel IMC (consistency, interactivity and connectivity) on product and service satisfaction.

• IMC consistency
• IMC interactivity
• IMC connectivity
• Omnichannel marketing

Butkouskaya, V. , Oyner, O. and Kazakov, S. (2023), "The impact of omnichannel integrated marketing communications (IMC) on product and retail service satisfaction", Journal of Economics, Finance and Administrative Science , Vol. 28 No. 56, pp. 319-334. https://doi.org/10.1108/JEFAS-09-2022-0237

Emerald Publishing Limited

Copyright © 2023, Vera Butkouskaya, Olga Oyner and Sergey Kazakov

Published in Journal of Economics, Finance and Administrative Science . Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence maybe seen at http://creativecommons.org/licences/by/4.0/legalcode

1. Introduction

In the digital era, omnichannel marketing practices bring advantages to the company ( Cui et al. , 2021 ; Payne et al. , 2017 ; Shi et al. , 2020 ). The presence of online and offline channels can alter how customers collect information about products, communicate with the company and buy. As a result, it may increase the customer base and bring more purchases. However, the shift towards omnichannel marketing causes a range of challenges to the organization, including communication integration ( Cui et al. , 2021 ). One of the main is the information channel caused by increased information received by customers through various channels and digital devices. Also, recent research calls for studies on enhancing service quality in omnichannel retailing ( Beck and Rygl, 2015 ; Bolton et al. , 2018 ; Shi et al. , 2020 ). The company can solve the omnichannel challenge by implementing integrated marketing communications (IMCs) as a dynamic capability ( Butkouskaya et al. , 2020 ).

However, little research focuses on understanding the customer perception of IMC ( Butkouskaya et al. , 2020 ). It is an important issue considering that the IMC is accepted to be a customer-centric concept ( Kitchen and Schultz, 2009 ). Understanding the customer perception of IMC practices is essential if the company wants to apply communication integration successfully ( Butkouskaya et al. , 2020 ). Some existing studies on marketing communications define the IMC's roles in company-customer communications as oriented toward creating consistent, interactive and omnichannel communications, reducing the information noise effect ( Butkouskaya et al. , 2020 ; Porcu et al. , 2017 ; Lee and Park, 2007 ; Shi et al. , 2020 ). All these characteristics, individually and simultaneously, can affect customer satisfaction. Specifically, previous research ( Butkouskaya et al. , 2020 ) demonstrated the positive impact of message and channel consistency on customer satisfaction. Nevertheless, no previous research considers other customer-perceived IMC characteristics, such as interactivity or omnichannel communications. Furthermore, the extant research is virtually silent on how information consistency (and inconsistency) across customer touchpoints in an omnichannel environment affects customer satisfaction, engagement and loyalty ( Verhoef et al. , 2015 ; Fulgoni, 2016 ; Swoboda et al. , 2016 ; Payne et al. , 2017 ).

Most omnichannel experience researchers think about either the critical characteristics of seamless ( Shi et al. , 2020 ; Yrjölä et al. , 2018 ) or the quality of delivery and logistics ( Bouzaabia et al. , 2013 ; Sorkun et al. , 2020 ). At the same time, the characteristics of the main point of contact, the product itself, are not considered. Earlier studies noted the need for a holistic approach. Additionally, in the omnichannel market environment, not only product satisfaction but also satisfaction with the retailer's service influences the customer's behavioural choice ( Sorkun et al. , 2020 ). For example, Lemke et al. (2011) empirically proved that the quality of consumer experience is assessed holistically by the consumer and includes both the product itself and the service relationships.

Following the above-mentioned, this study aims to analyse the impact of three customer-perceived components of IMC, named message and channel consistency, interactivity and omnichannel communications, on customer satisfaction with the product and retailer service. The article applies partial least-squares structural equation modelling (PLS-SEM) to analyse the data from a customer survey. The final sample consists of 260 respondents (customers) from the retail industry in an emerging economy (Moscow region, Russia).

The results of the research provide both theoretical and practical contributions. The study adds to the theoretical concept of IMC research from the customer perspective. The different view of IMC as three components (channel and message consistency, interactivity and connectivity) enriches the knowledge about the IMC implementation in omnichannel marketing strategy. This study adds to the customer behaviour theory by demonstrating the variations in the product and retailer service satisfaction nature. From the practical perspective, the research gives a broader view of the IMC implementation as the company's dynamic capability in the omnichannel environment. Understanding the IMC implementation from the customer perspective contributes to marketing as an administrative science ( Salcedo, 2021a ). The article underlines the vital role of three IMC components as an integrative company's strategy addressing the information integration challenge of omnichannel marketing. Implementing IMC practices may help companies impact customer post-purchase evaluation. However, the research explicitly underlines the diverse nature of product and service satisfaction and aims to explain the role of each IMC component separately. Moreover, this research analyses the data from emerging markets contributing towards generalizing marketing practices in the context of emerging economies such as Russia, China, Latin America and India, among others ( Aguinis et al. , 2020 ).

This manuscript follows the typical structure of social science journals ( Salcedo, 2021b ). The article starts with a literature review. Then it explains the data collection and analysis process. In the discussion section, the study explains the results obtained. Finally, it concludes with the main contribution and ideas for future research lines.

2.2 Omnichannel IMC and customer satisfaction

The customer behaviour literature defines customer satisfaction as a judgement toward a product or service feature or the product or service itself. It responds to evaluating the pleasurable level of consumption-related fulfilment ( Oliver, 1997 ). Recently, research also claims that customer satisfaction in an omnichannel context is a holistic concept of product and service satisfaction. In the omnichannel market environment, not only product satisfaction but also satisfaction with the retailer's service influences the customer's behavioural choice ( Sorkun et al. , 2020 ). Marketing researchers measure product satisfaction as a customer evaluation of the purchase decision reasonability, customer feeling about the purchase and brand, and brand positive response ( Butkouskaya et al. , 2020 ; Hellier et al. , 2003 ; Oliver, 1997 ). Retail research mainly measures service satisfaction concerning feelings about the retailer, evaluation of its service quality and perceived outcomes of the retail service ( Dagger et al. , 2007 ; Klaus and Maklan, 2013 ; Sorkun et al. , 2020 ).

Product satisfaction shows the degree of compliance between expectations about product performance with perceptions of product performance ( Barber and Venkatraman, 1986 ; Cardozo, 1965 ). Satisfaction occurs when performance exceeds expectations. In opposite situations, when performance falls short to reach expectations, it appears a negative disconfirmation that leads to dissatisfaction. Service satisfaction is the consumer's judgement of the intangible elements during buying ( Liljander and Strandvik, 1997 ). Like product satisfaction, it reveals the compliance between service expectations and perceived performance. However, service characteristics underline that it consists of various dimensions. Thus, to be judged positively, all the service dimensions must perform well in service satisfaction. While for negative judgment, it is sufficient to have one or few poor performance dimensions ( Ofir and Simonson, 2001 ).

Considering that most often, product satisfaction is a complete evaluation, and service satisfaction can vary depending on its separate dimensions' quality, this research studies the separate effect of IMC on product and retail service satisfaction.

IMC consistency positively impacts product satisfaction.

IMC consistency positively impacts retail service satisfaction.

IMC interactivity positively impacts product satisfaction.

IMC interactivity positively impacts retail service satisfaction.

IMC connectivity positively impacts product satisfaction.

IMC connectivity positively impacts retail service satisfaction.

3.1 Research design

This study applies a quantitative approach to the research design ( Creswell and Creswell, 2017 ) to investigate and gauge the IMC effects on customer satisfaction with the product and retail services. The present research design is grounded in the relevant theoretical background. It is non-experimental and collects quantitative data through an online survey. A developed questionnaire comprises scales grounded in the prior literature ( Lee, 2020 ; Šerić and Vernuccio, 2020 ; Shi et al. , 2020 ). The acquired research data spans the retail industry solely. The study does not pertain to a longitudinal type and collects data at a specific time frame. Finally, this study pertains to causal multivariate data research. In contrast, the applied structural equation modelling approach ( Hair et al. , 2019 ) validates the linkage between the exogenous and endogenous latent construct variables in the theoretical model developed under this study.

3.2 Data collection

The present research applied retail customer surveying and a convenience sampling method ( Winton and Sabol, 2021 ) for data collection. This study collected data during January 2022 in the emerging market of the Russian Federation from retail customers of both genders, all active age groups, education and income levels. Moreover, the sample comprised five types of dwellings to ensure a balanced geographical data distribution to the possible extent ( Table 1 ).

The study employed an online customer panel from a third-party market research company to build a research sample. Initially, the service provider had recruited participants from a database of 500,000 individuals by ensuring their willingness to participate. Then, the organization qualified relevant survey participants by asking a dichotomous filtering question about their customer experience in combined online-offline purchasing (Please, specify if you had a recent omnichannel retail experience, for example, searching for a product offline and purchasing it online, Yes/No). After the filtration questions, the final sample consisted mainly of respondents from the Moscow region. It is expected results, as in Megapolis, lifestyle is intense. Therefore, it motivates customers to go for the omnichannel experience, such as searching and buying online. The delineated procedures' implementation facilitated the generation of a sample containing n  = 261 participants.

Survey participants received and returned the completed questionnaire forms in January 2022. Table 1 depicts a descriptive analysis of the received sample utilized for data collection in this study. A total number of 600 surveys were sent. The final sample comprises 260 respondents from the Moscow region (Russia). It represents a response rate of 43.3%. To avoid bias in the sample, the respondent's profile was controlled on gender with a proportional number of male (53%) and female (47%) respondents. Out of the age ranges (18–24, 25–34, 35–44, 45–54, and above 55), the primary number of samples is concentrated in the 25–54 age group (72%) to focus the investigation on the most active buyers' groups. Out of all income groups (low, medium, mid-to-high, high), this study accents its attention on the customer with medium-to-high income to investigate the perception of IMC among active buyers with the disposal of income to spend for retail services. As most of the respondents are from the Moscow region, it is expected that the educational level of most of the respondents is higher and postgraduate (68%), and the urbanization size (number of inhabitancy) is more than 100K (64%). The sample is representative and proportional to the region's population statistics.

3.3 Measurement scales

A questionnaire developed to verify the hypotheses posed in this research contained 48 questions. Six questions were according to the sample descriptive statistics. The rest of the questionnaire comprises the questions relevant to the measurement items that form the conceptualized measurement model ( Figure 1 ).

The model's measurement items denoted five-point Likert ordinal scales that could help survey participants express their attitudes towards statements from 1 “totally disagree” to 5 “totally agree”. In the questionnaire development, measurement scales relevant to customer satisfaction and repurchase intention were adapted from Butkouskaya et al. (2020) and Sorkun et al. (2020) . The model's IMC measurement items complied with the prior literature, e.g. IMC message and channel consistency were in line with Butkouskaya et al. (2020) , IMC interactivity was obtained from Porcu et al. (2017) and IMC omnichannel communications were extracted from Shi et al. (2020) . The Appendix depicts the full details and description of the measurement scales applied in the present study.

3.4 Analytical procedure

The study applies a two-step procedure for the model validations. First, exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) validate the measurement scales. The criteria of the measurement model are checked based on the evaluation of reliability, convergent validity and discriminant validity ( Hair et al. , 2022 ). Second, this research applies the PLS-SEM to check the theoretical model. Some reasons explain the selection of the PLS-SEM approach: the few restrictions on the data normality and the accepted technique for analysing the novelty areas of the research ( Hair et al. , 2019 ). SmartPLS v.4 software application is credited by researchers for its versatility, convenience, and usability in running the PLS-SEM procedure in the domain of social sciences ( Shoaib et al. , 2021 ). The model run was set to percentile bootstrap, and performed the bootstrapping procedure on 5000 subsamples, according to the suggestion by Hair et al. (2022) .

4.1 Model validation

Following the recommendation of Kautish et al. (2021) , analytical data procedures comprised EFA and CFA to confirm the consistency of the measurement scales. Low factor loading values in the domain of two scales, IMC8 and IMC16, confirm their redundancy, which justified their discarding from the original model. Furthermore, removing the redundant variables substantially improved Cronbach's ɑ, CR, and AVE values, which suffice model scales' reliability and convergent validity ( Table 2 ). The items in the measurement model fulfil the required criteria: Cronbach's alphas are above 0.7; composite reliability (CR) values are greater than 0.7; average extracted variance (AVE) values are above 0.5; the outer loadings are higher than 0.7. Implementing the heterotrait-monotrait ratio of correlations (HTMT) sequential analytical procedure verified the discriminant validity of the measurement model ( Table 3 ). The HTML values are below 0.90. Thus, the discriminate validity is established between reflective constructs ( Hair et al. , 2022 ).

This research employed the PLS-SEM approach to empirically validate the developed theoretical model and hypotheses. Table 4 depicts the outcomes of the PLS-SEM technique application. It also indicates model fit parameters that are situated in the acceptable value thresholds ( Table 4 ), including such criteria as the standardized root means squared residual (SRMR), the unweighted least squares discrepancy (d uls ) and the geodesic discrepancy (d g ) ( Dijkstra and Henseler, 2015 ).

The difference between the saturated and estimated model is that the saturated model evaluates covariation between model constructs, amid the estimated model relies on the total effects between latent model variables. According to Hair et al. (2022) , estimated model fit values are more rigorous, and researchers can utilize these parameters to justify the model fit in presenting the results of their studies.

4.2 Hypotheses testing

Figure 1 visualizes the results of SEM path analysis applied to the structural model. This procedure is essential to verify the hypotheses posed in this research. The completed data analysis procedures have enough information required to test the hypotheses posed under this study. In this line, the PLS-SEM indicated a positive effect of IMC consistency on customer satisfaction with product and retail services (β = 0.398 and β = 0.401, p  < 0.01, respectively). Hence, this result supports H1a and H1b .

Next, whereas path analysis has not returned an adequate p -value (0.072) for measuring the effect of IMC interactivity (IMC_i) on product satisfaction (PS) (β = 0.161), such an output justifies the rejection of H2a . Conversely, the IMC interactivity effect on satisfaction with the retailer (SR) is statistically significant (β = 0.275, p  = 0.003). Thereby, this analytical result confirms H2b .

Concerning the IMC connectivity (IMC_cn) set of H3 hypotheses, the model estimation indicated its statistically significant (β = 0.183, p  = 0.020) effect on product satisfaction, making it plausible to support H3a . On the contrary, IMC connectivity does not influence customer satisfaction with a retailer (β = 0.105, p  = 0.172). Hence, H3b must be rejected. Table 5 depicts the results of path analysis applied to the developed theoretical model to validate a set of the posed hypotheses.

The outcomes of the hypotheses' validation confirmed that IMC message and channel consistency positively sways customer satisfaction with the product and retail service. Interestingly, IMC interactivity is a concept with a main effect on product satisfaction. Meanwhile, omnichannel IMC is mainly a concept encouraging retail service satisfaction. Nevertheless, all three IMC components simultaneously have a positive indirect effect on repurchase intention through satisfaction and need to be considered in omnichannel marketing strategies.

5. Discussion

5.1 theoretical implications.

This research has several theoretical contributions. First, the study adds to the communication theory by defining omnichannel IMC as three dimensions: consistency, interactivity and connectivity. The analysis zooms in on customer behaviour in the omnichannel market to reveal more relevant in-depth knowledge by separating customer satisfaction into product and retailer service evaluation.

Specifically, in line with previous research ( Butkouskaya et al. , 2020 ; Lazaris and Vrechopoulos, 2014 ), this study confirmed the significance of IMC consistency for customer satisfaction with a product and with retail service. A message, packaging, image and aesthetics repeated and communicated consistently to customers through IMC channels build stronger product associations and more realistic expectations ( Shi et al. , 2020 ). IMC consistency can predispose customer satisfaction with a product and service.

Also, as suggested, the results confirm that IMC interactivity sways customer satisfaction with the retail outlet ( Lee, 2020 ). However, opposite to expectations, the completed study demonstrates that IMC interactivity does not influence customer satisfaction with the product. The nature of interactivity, requiring two-way communication, can be the reason for these results ( Mihart, 2012 ). Customers interact with the retailer by default and tend to associate satisfaction with a trading organization rather than the product, even if such communications address product-related issues ( Peltier et al. , 2006 ). Meanwhile, the product satisfaction process does not imply interaction with the retailer. It happens only on the customer side as a comparison between expectations and actual performance.

According to findings, IMC connectivity can also ensure customer satisfaction in the product domain. However, different from the claims of omnichannel researchers ( Shi et al. , 2020 ), IMC connectivity does not affect retail service evaluation. The argument is that satisfaction with the retailer is not significant in IMC connectivity settings because customers are more prone to have contact with the product, including descriptions, pricing and availability on the varied platforms and devices where they search for the product, not the retailer. Also, it may be that the IMC connectivity value is more recognizable in the information search stage, which impacts product expectations and can be further compared to the actual performance rather than retail service evaluation is mainly based on the post–purchase stage. In other words, meanwhile, IMC interactivity is a part of the experience with the retail service; the IMC connectivity is an instrument of product-related decision-making.

5.2 Practical implications

From the practical perspective, the research gives a broader view of the IMC implementation as the company's dynamic capability in a new omnichannel environment. It demonstrates that implementing message and channel consistency, interactivity and connectivity as a company's strategy can tackle the challenge of information excess and variety pertinent to omnichannel marketing. The completed research has several important implications for managerial practices in planning and implementing effective IMC strategies to improve customer satisfaction.

Managers should ensure IMC consistency by using a uniform brand and product visuals, slogans, descriptions and all other relevant information in all omnichannel communications. It implies employing logos, colour schemes and typography that all have a great visual quality in online and offline communication. Consistency in communications helps to build more realistic expectations. As a result, the perceived performance will be more consistent with the expectations, and the satisfaction level will increase. It is valid for both product and service satisfaction.

Also, the firm can benefit from IMC interactivity by activating customer engagement with the retailer. The techniques to engage customers in IMC interactivity may comprise online lead generation forms, chatbots, gamification of promotions and customer contests, among others. Even though IMC interactivity does not directly affect product satisfaction, closer communications with customers can bring additional information about their needs and wants to the company. The firm can further use this information to provide better value to the customer. Meanwhile, the customers may perceive the possibility of the interactive dialogue as additional attention and extra service from the retailer. When customers feel heard by the company, their service quality perception increases.

Moreover, channel connectivity is another significant facet that ensures customer satisfaction with the product. Customer prefers seamless, user-friendly and quick contemporary marketing channels. In operating the IMC channel effectively, a customer expects not to feel a difference in interacting with the brand, product or service regardless of the utilized channel. To highlight the unison of the IMC channel processes, managers may employ, for instance, channel cross-promotions or cross-sell that will increase the efficiency of IMC channels' functioning. Also, the ability to check product information among various channels (both online and offline) makes customer decision-making faster and easier. In other words, the less time and effort needed to acquire a product positively influences product satisfaction.

Finally, retail managers in developing markets may advance their businesses by implementing multichannel IMC. In this line, however, managers should carefully evaluate several factors predisposing to the successful deployment of multichannel IMC. These factors may pertain to shopper buying habits, conventional and online media consumption levels, Internet penetration level in a particular country, local specifics of Internet usage and overall Technology Readiness Index (TRI) ( Hao and Chon, 2022 ). Managers in developing markets must consider these facets in planning their multichannel IMC strategies. It is recommended that retail managers in emerging markets should track the execution of their multichannel IMC campaigns. Such tracking will help determine the most effective and best multichannel IMC practices that work well in specific market settings and conditions.

5.3 Limitations and future research lines

The completed study has several limitations that may provide future research opportunities. Primary, the existence of some rejected hypotheses motivates the additional research on the omnichannel IMC dimensions' impact on customer satisfaction. For example, future studies can measure the mediating role of retail service satisfaction on product satisfaction or the indirect role of IMC dimensions for repurchase intention improvements. Also, the research context comprised of data from one country (specifically the Moscow region), and only the retail industry limits the generalization of the results. Future studies may consider alternative sectors, for example, the IMC contexts of B2C manufacturers' direct marketing or B2B and apply inter-country analysis. Potential data points can include BRIC emerging markets, including Brazil, Russia, India and China. In that sense, the LATAM region also has the potential to be researched due to several factors, such as an upward trend in productivity, international research collaborations of Latin American research, and social, cultural and economic characteristics ( Aguinis et al. , 2020 ).

6. Conclusions

The fast technology development and the growth of competition increase the number of communications customers receive daily from companies. The omnichannel market environment creates a new informational challenge for information and channel integration. Thus, this research addressed the issue by investigating the role of omnichannel IMC on customer satisfaction. The study provides both valuable theoretical and practical results.

This research presents a novelty study of three interrelated dimensions of IMC: consistency, interactivity and connectivity. Following the diverse nature of product and service satisfaction, the article separately analyses the IMC impact on these two concepts of customer evaluation. The results support that IMC consistency positively affects product and service satisfaction. Meanwhile, IMC interactivity's positive impact is only significant in the case of service satisfaction, and IMC connectivity impacts only product satisfaction. Thus, the company should approach customer satisfaction management holistically in the omnichannel market. Thus, managers should implement all three dimensions of IMC simultaneously. IMC interactivity and consistency contribute to the traditional IMC role of the message and channel consistency instrument. The IMC connectivity effect on product satisfaction mirrors the result pertinent to IMC interactivity that exhibited no link with retail service satisfaction.

The study focuses on the retail industry customers in the developing economy of the Russian Federation. However, the study results can be interesting for the researchers and managers of the emerging BRIC markets, including the rapidly emerging LATAM region ( Aguinis et al. , 2020 ).

The results of path analysis applied to the structural model

Sample descriptive statistics

Disclosure statement: The authors reported no potential conflict of interest.

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Acknowledgements

This research has been conducted within the fundamental research project “Transformation of Marketing Strategies for Customer-Oriented Business in the Global Digital Economy” as a part of the HSE Graduate School of Business Research Program in 2021-2023 (Protocol No.23 dd 22.06.2021 of the HSE GSB Research Committee).

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Home > THESES-DISSERTATIONS > THESES > 87

Integrated Marketing Communication

Nareerat Kesaraphong , Lindenwood University

Date of Award

Document type, degree name.

Master of Business Administration

First Advisor

Michael Castro

Second Advisor

Joe Silverio

This thesis will focus on the Integrated Marketing Communication (IMC) in the United States and Thailand.

The new world of IMC provides a radically different way for companies to promote themselves. Throughout marketing history companies promoted a product by advertising. Advertising stated the "reason" people should purchase the product. You advertise it heavily. Consumers buy it. Advertising was king.

Integrated Communication and integrated marketing is good to reach the same amount of consumers that had been reached in the past. The vast amount of media available, such as the World Wide Web, trade shows, television, periodicals and outdoor advertising, make it necessary to reach consumers in several different ways. It is difficult to provide integrated marketing in 1997 because of the different aims that each marketing medium has.

The integration of marketing and marketing communications is inevitable, impelled by the technological revolution that is happening throughout the world Two main factors underlie the need for integration, namely, the shift to a view of advertising that is reflective of holistic information systems and the diagonal movement of information technology from the manufacturer to the retailer to the consumer. Marketers and advertisers should thus understand the integration process and adopt those approaches and concepts, which would allow them to maximize the return on integration.

Marketers find that it is difficult to develop an integrated marketing communications (IMC) program because they are not used to organizing from the outside in. Most marketing initiatives are usually based on what managers want to communicate and how much the company is willing to spend. Marketers then formulate messages and decide how they are going to be communicated. ln IMC, communication is determined by an outside-in perspective so that what consumers want to buy takes precedence over what marketers want to sell. Marketing communication then becomes a dialogue between the buyer and seller instead of a monologue by the seller. Another barrier to the shift to IMC is the vertical structure of most organizations. Integration requires a horizontal set- up, which many companies find difficult to adopt.

A long-term partnership between a client company and a small number of advertising agencies is the best way to support integrated communications. Companies with multiple product lines or brands can consolidate the number of agencies using two approaches: One is to assign one agency for each communication medium and another is to assign one agency to each business unit. The first approach integrates communication media " horizontally" across business units while the second integrates business units ''vertically" across communication media within the unit.

Copyright 1998, Nareerat Kesaraphong.

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Kesaraphong, Nareerat, "Integrated Marketing Communication" (1998). Theses . 87. https://digitalcommons.lindenwood.edu/theses/87

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Home > Honors College > Honors Theses > 1571

Honors Theses

Ensuring brand activism in integrated marketing communications campaigns resonates with millennial consumers.

Anna Hermann Follow

Date of Award

Spring 5-9-2020

Document Type

Undergraduate Thesis

Integrated Marketing Communication

First Advisor

Christina Sparks

Second Advisor

Robin Street

Third Advisor

Robert Magee

Relational Format

Dissertation/Thesis

The purpose of this thesis is to determine how consumers, specifically in the millennial generation, perceive brand activism. Additionally, the study will give recommendations to marketing and public relations professionals creating activist-minded marketing campaigns. As brand activism can be incredibly divisive and controversial, this research is essential in order to understand how best to resonate with, instead of alienate, millennial consumers. The aim of the thesis is to answer the following research questions: (1) How do millennial consumers perceive brands that engage in brand activism and (2) How can marketing and public relations professionals ensure brand activism resonates with millennial consumers?

To answer the research questions, the thesis will begin by offering a definition of the terms “brand” and “brand activism,” as well as additional relevant terms based upon the analysis of existing definitions. To answer the first research question, an analysis of secondary research on the topic will be completed and the results of a survey administered by the researcher to millennials regarding their feelings on brand activism will be presented. Lastly, two sections of the thesis will be dedicated to answering the final question: case studies and interviews with business professionals. The insight gathered while conducting this research will allow the researcher to develop recommendations for business professionals creating activist-minded campaigns for corporate brands.

Recommended Citation

Hermann, Anna, "Ensuring Brand Activism in Integrated Marketing Communications Campaigns Resonates with Millennial Consumers" (2020). Honors Theses . 1571. https://egrove.olemiss.edu/hon_thesis/1571

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Integrated Marketing Communication: A Literature Review

Marketing is an integral part of every organization and the term marketing communications was initially seen to be a managerial task. Most marketing communication methodologies are focused on advertising, sales promotion, direct marketing and public relations. The new technological innovations provide an opportunity to enhance the visibility products and promotions. Further, they actively engage consumers through various media. Due to the continuous development and innovations in the digital media the original proposal of IMC framework has become partially or fully obsolete. The main objective of this paper is to evaluate the theoretical review of IMC during the last decade.

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Since the mid-1990’s, the concept of Integrated Marketing Communications (IMC) has come to the fore and attracted considerable attention in the literature. The main purpose of this paper is twofold: (1) to explore IMC by delimitating its conceptual boundaries and identifying its main dimensions and (2) to develop a whole theoretical model of its antecedents and consequences.

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Integrated marketing communication evolves evidently with the development of today&#39;s markets, their participants and technology - in the light of contemporary research. The objectives of this article are: firstly, to show the evolution of the models of integrated marketing communication ICM in the light of current research; secondly, to analyse the configuration of various ICM tools (traditional and Internet) which constitute the level of operationalization of ICM models and thirdly, to formulate business and brand implications. The article is based on research-based secondary sources (scientific journals) and empirical (case study). The results of the discussion are: the concept of the strategic dimension of integrated marketing communications in the enterprise and the proposal of its operationalization in the form of a 360 degrees communication model.

Journal of Global Academic Institute Education & Social Sciences (JGAIESS)

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Development of IMC conceptualization in the academic domain has reaped many pros and cons since its inception in the early 1980s. Although the meaning of IMC has become similar among its main thinkers, it is still identified academics who consider IMC as an extended version of advertising and marketing communications disciplines. Responding to these meaning differences on IMC there is a third party which is important to be heard, IMC educators. Given that educators are one of the stakeholders who are not only responsible for education of the next generation of practitioners and academics, but also define the IMC in classroom, the educator is thus at the vanguard of the deployment of IMC disciplines to the next generation. What is taught in the classroom is reflected in the syllabus made. The syllabus itself is a manifestation of teaching and the main guideline in the teaching-learning process. Based on that idea, the syllabi review includesa written record of how lecturers accept, adopt and implement IMC which is an important method of documenting the development of IMC teaching. This study was conductedfirstly, to explain the meaning of IMC that is taught in Magister program in Indonesia which is traced from the syllabus as a lecture material; and secondly, to explore the gap between state of the art of IMC conceptualization and the understanding of IMC subjects taught in mastersprograms in Indonesia. A qualitative approach is used in this study and five syllabuses of mastersprograms in major universities in Jakarta used as a sample in which it is assumed that the universities and its educators in Jakarta, both public and private, are the trend setters of educational models in Indonesia.

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Integrated marketing communications are developing, with IMC approaches to communication with consumers seeing further enhancements in the scientific literature. However, in order to reach the marketing targets, a variety of IMC tools may be used in combination when implementing marketing activities. Despite each IMC tool in itself being highly distinctive, they all depend on each other in the creation of product consumption value and the enhancement of economic, communicational and social benefits. Purpose of the paper: The goal of the research is to assess the integrated marketing communications used in the marketing strategy of Latvian food retail chains. Methodology/methods: The following scientific research methods are used in the research study: analytical, comparative, graphical, statistical, observatory and interrogative. The research focuses on the Latvian food retail sector, with leading specialists from all Latvian food retail chains polled. The object of the research is ...

Nowadays, in the context of digital marketing and social media development, with the advantages given by technologies and the vast possibilities of communication among consumers, businesses find the implementation of integrated marketing communication influenced by the Internet as a marketing communication environment where businesses are urged into a customer-centric approach by the consumers’ changing habits of receiving information. This results in an increased role of content marketing, relationship orientation, dialogue and network communication, management of multiple stakeholders etc., which envisages consumer involvement with a view to mitigating the consequences caused by the obstacles to marketing communication – loss of control over corporate communication and being adversely affected by invisible communication. Aim of the research was to study and assess integrated marketing communications in the context of digital marketing and its influence upon buyers’ buying decision...

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