6533b7dcfe1ef96bd127336c

RESEARCH PRODUCT

Content analysis of the empirical research on IMC from 2000 to 2015

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AbstractThe overall objective of this paper is to build upon previous empirical research into integrated marketing communications (IMC) and to provide guidelines for future research. A total of 80 empirical studies on IMC published between 2000 and 2015 are examined and systematically presented and discussed. IMC implementation, impact, perception, measurement and its relationship with technology emerge as five main research topics. Researchers seem to prefer quantitative research over qualitative and descriptive statistics analysis over more elaborated techniques. Europe is established as the top IMC research region, followed by America and Asia. Communication, education, retailing and tourism are the most frequently examined sectors, mostly approached from the managers’ perspective. Owing to the fact that only a limited number of journal articles are reviewed, this contribution only offers a snapshot of the research field. However, the paper enables academics to discover possible directions for future I...