2023
DOI: 10.36941/ajis-2023-0161
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The Integration of Social Media in Integrated Marketing Communication: A Systematic Review and Theorical Framework

Ariola Harizi,
Brunela Trebicka

Abstract: This study examines the impact and significance of integrating social media into integrated marketing communication (IMC) strategies. By analyzing the literature and synthesizing existing research, this study aims to evaluate the role of social media in enhancing communication effectiveness, consumer engagement, and brand promotion. The research objective is to assess the level of coherence and consensus among scholars regarding marketing communication strategies and explore emerging trends in social media int… Show more

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Cited by 3 publications
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