...Vibhav Singh Purpose Driven by the exponential growth in the online engagement of consumers, it has become essential for brands to promote their products and services through online influencer marketing (OIM) campaigns. OIM stems from the integrated marketing communications (IMC) theory...

...Michael John Valos; Fatemeh Haji Habibi; Riza Casidy; Carl Barrie Driesener; Vanya Louise Maplestone Purpose – At present no frameworks exist for services marketers to incorporate social media (SM) within marketing communications planning. The majority of integrated marketing communications (IMC...

...Claudia Mendez Purpose The purpose of this paper is to explore the ways in which anthropological research, specifically ethnography, can be useful in an integrated marketing communication (IMC) approach. Design/methodology/approach Starting from a brief description of the different ways...

...Leanne White Purpose This paper seeks to analyse Foster's Lager advertising since the early 1980s. In particular, it aims to focus on the Foster's Lager “I Believe” integrated marketing communications (IMC) campaign launched in 2000 and the use of “commercial nationalism”. Design/methodology...

... and being responsive to their feedback. Originality/value The study contributes to the integrated marketing communications research field in several important respects. First, it focuses on IMC usage among firms in different industries. Second, it takes a genuinely refreshing view on studying IMC...

... and practice. The main focus of the paper examines if and how account planning has responded to the challenges of the marketing environment during the 1990s and the increasing demand for integrated marketing communications. It questions the extent to which account planning is meeting marketing communications...