Analysis of Integrated Marketing Communication on Consumer Behaviour

Authors

DOI:

https://doi.org/10.36636/dialektika.v10i1.5641

Keywords:

IMC, Marketing Communication, Marketing Ethic, Brand Loyalty, Systematic Literature Review

Abstract

Integrated marketing communication (IMC) has seen rapid development in marketing communication research. This study explores the role of IMC in consumer behaviour. The data collection process used the PRISMA protocol, identifying 60 relevant articles. Data analysis showed that research on this topic has been conducted from 2016 to 2024, with the United States, the United Kingdom, and Poland being the countries conducting the most studies. The most productive researchers were Mohr, I., Mahmoud, A.B., Hack-Polay, D., Grigoriou, N., Fuxman, L., Duralia, O., and Andreoli, T.P., each with two publications. The journal *Cogent Business and Management* contributed the most to IMC research on consumer behavior, with 12 publications. Based on a systematic literature review, IMC supports brand loyalty through innovative communication, enabling more holistic and effective consumer experiences across various channels. The study also highlights the importance of ethical considerations in marketing campaigns to avoid stereotypes or biases.

Author Biographies

  • Norman Dewantara, Sepuluh Nopember Institute of Technology

    Norman Dewantara is a graduate of the Bachelor of Business Management at Institut Teknologi Sepuluh Nopember. Currently, he is a master's student in management science. He has a special interest in the fields of entrepreneurship, human resource management, and marketing management for current research. He is committed to innovating and contributing to a better human life.

  • Lissa Rosdiana Noer, Sepuluh Nopember Institute of Technology

    Dr. Lissa is assistant professor in Department of Business Management, Institut Teknologi Sepuluh Nopember Surabaya. Dr Lissa get her doctorate degree in Department of Management, Universitas Airlangga. Mrs. Lissa received her master degree from Management of Technology Department and bachelor degree from Electrical Engineering Department, Institut Teknologi Sepuluh Nopember Surabaya. Her research area involving advertising, service marketing, and marketing management.

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Published

2025-03-05

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Vol. 10 No. 1 (2025): Dialektika: Jurnal Ekonomi dan Ilmu Sosial

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Articles

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Copyright (c) 2025 Norman Dewantara, Lissa Rosdiana Noer

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How to Cite

Analysis of Integrated Marketing Communication on Consumer Behaviour. (2025). Dialektika : Jurnal Ekonomi Dan Ilmu Sosial, 10(1), 1-12. https://doi.org/10.36636/dialektika.v10i1.5641

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