10 Years of Integrated Marketing Communication (IMC):A Systematic Literature Review

Azanin Ahmad and Sany Sanuri Mohd Mokhtar

A plethora of research on Integrated Marketing Communication (IMC) has significantly made an impact on the marketing corpus. Nevertheless, there is still a lack of review on the recent pattern of IMC knowledge within the past 10 years, specifically from the EBSCO Host database. The aim of this study is to provide a comprehensive review on IMC knowledge patterns for the past decade (from 2008 to 2018) through a systematic literature review. Six aspects will be deeply scrutinised and discussed in this paper; (i) journal publication, (ii) underpinning theory, (iii) methodological description, (iv) geographical tabulation, (v) industry and level of study and (vi)themes. Findings have found that the Journal of Relationship Marketing and Journal of Marketing Communication mostly published researches on IMC. Furthermore, only a few studies were found to specifically discuss their underpinning theory/model, even though a discussion on theory is fundamental for every research. Persistently, quantitative methodology and Western scholars predominantly appear in IMC research. Meanwhile, growing IMC research in various industries show positive knowledge building and expected to spur practitioner benefits. Besides establishingthe themes on public relation, advertisement and sales promotion, emergent themes for innovation, information communication technology and word-of mouth has marked a new pattern on IMC corpus. This study extends previous systematic review on IMC thus contributing to current IMC knowledge patterns. Present and future IMC researcher could understand existing knowledge pattern and foresee gaps and potential in IMC insight from this paper. Future research should constantly review past literature to track knowledge growth, which inevitably will result in sensitivity to emerging debates among scholarly works and practitioners’ demands. It is undeniable that more empirical research is warranted in order to understand the dynamics of IMC knowledge for sustainability in today’s world.

Volume 11 | 05-Special Issue

Pages: 883-895