SYSTEMATIC ANALYSIS OF INTEGRATED MARKETING COMMUNICATION RESEARCH

Reza Widhar Pahlevi · Narwanto Nurcahyo

6 citations0/0 files storedJurnal Manajemen Pemasaran

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Marketing and Advertising Strategies Digital Marketing and Social Media Advertising and Communication Studies

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.

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2013Bibliometric Methods in Management and Organization 2016On the shoulders of giants: undertaking a structured literature review in accounting 2016Selecting publication keywords for domain analysis in bibliometrics: A comparison of three methods 2021How digital marketing evolved over time: A bibliometric analysis on scopus database 2019Evolution of digital marketing communication: Bibliometric analysis and network visualization from key articles 2020Identifying the critical factors of customer behavior: An integration perspective of marketing strategy and components of attitudes 2005Integrated marketing as management of holistic consumer experience 2020Halal food: structured literature review and research agenda

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