Mapping the Integrated Marketing Communications Research: A Bibliometric Analysis
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/551 |
Resumo: | Given the growing popularity of integrated marketing communications (IMC) among academicians and businessmen, this study examines the trends of theoretical development in IMC during 1991-2020 by using a comprehensive bibliometric analysis of 303 academic research papers. In addition to examining the citation and publication structures in terms of authors, institutions, countries, and sources, this study explores the publications and citations trends and identifies conceptual and intellectual structure of IMC literature. The results demonstrate that IMC literature follows a steady but slow growth rate, although average citations per document are high. Kitchen, PJ. (author), Northwestern University (institution), USA (country), and Journal of Marketing Communications (source) contributed the most to IMC literature. With 216 multi-authored documents, IMC can be recognized as a field of high research collaboration. About 84% of the keywords appeared only once in IMC literature. In addition, the foundation of IMC rests on a small number of articles by a few researchers published in handful number of journals. Finally, the keyword co-occurrence network analysis identifies different clusters of IMC research, of which clusters marked with the keywords (1) brand equity, (2) measurement, (3) IMC and consumer empowerment represent the highest research potential. DOI: https://doi.org/10.54663/2182-9306.2022.v10.n18.4-27 |
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Mapping the Integrated Marketing Communications Research: A Bibliometric AnalysisIntegrated marketing communications; bibliometric analysis; Scopus database; brand equity; IMC implementation.Given the growing popularity of integrated marketing communications (IMC) among academicians and businessmen, this study examines the trends of theoretical development in IMC during 1991-2020 by using a comprehensive bibliometric analysis of 303 academic research papers. In addition to examining the citation and publication structures in terms of authors, institutions, countries, and sources, this study explores the publications and citations trends and identifies conceptual and intellectual structure of IMC literature. The results demonstrate that IMC literature follows a steady but slow growth rate, although average citations per document are high. Kitchen, PJ. (author), Northwestern University (institution), USA (country), and Journal of Marketing Communications (source) contributed the most to IMC literature. With 216 multi-authored documents, IMC can be recognized as a field of high research collaboration. About 84% of the keywords appeared only once in IMC literature. In addition, the foundation of IMC rests on a small number of articles by a few researchers published in handful number of journals. Finally, the keyword co-occurrence network analysis identifies different clusters of IMC research, of which clusters marked with the keywords (1) brand equity, (2) measurement, (3) IMC and consumer empowerment represent the highest research potential. DOI: https://doi.org/10.54663/2182-9306.2022.v10.n18.4-27ISVOUGA - Instituto Superior de Entre Douro e Vouga2022-07-08T00:00:00Zjournal articleinfo:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttp://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/551oai:u3isjournal.isvouga.pt:article/551International Journal of Marketing, Communication and New Media; Vol 10, No 18 (2022)2182-9306reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttp://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/551http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/551/314http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/downloadSuppFile/551/315Copyright (c) 2022 Al Mamun1 Md. Abdullah, Carolyn Strong, Jinnatul Raihan Mumu, Md. Abul Kalam Azadhttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccessMd. Abdullah, Al Mamun1Strong, CarolynRaihan Mumu, JinnatulKalam Azad, Md. Abul2022-09-22T10:30:39Zoai:u3isjournal.isvouga.pt:article/551Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T15:58:24.899218Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Mapping the Integrated Marketing Communications Research: A Bibliometric Analysis |
title |
Mapping the Integrated Marketing Communications Research: A Bibliometric Analysis |
spellingShingle |
Mapping the Integrated Marketing Communications Research: A Bibliometric Analysis Md. Abdullah, Al Mamun1 Integrated marketing communications; bibliometric analysis; Scopus database; brand equity; IMC implementation. |
title_short |
Mapping the Integrated Marketing Communications Research: A Bibliometric Analysis |
title_full |
Mapping the Integrated Marketing Communications Research: A Bibliometric Analysis |
title_fullStr |
Mapping the Integrated Marketing Communications Research: A Bibliometric Analysis |
title_full_unstemmed |
Mapping the Integrated Marketing Communications Research: A Bibliometric Analysis |
title_sort |
Mapping the Integrated Marketing Communications Research: A Bibliometric Analysis |
author |
Md. Abdullah, Al Mamun1 |
author_facet |
Md. Abdullah, Al Mamun1 Strong, Carolyn Raihan Mumu, Jinnatul Kalam Azad, Md. Abul |
author_role |
author |
author2 |
Strong, Carolyn Raihan Mumu, Jinnatul Kalam Azad, Md. Abul |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Md. Abdullah, Al Mamun1 Strong, Carolyn Raihan Mumu, Jinnatul Kalam Azad, Md. Abul |
dc.subject.por.fl_str_mv |
Integrated marketing communications; bibliometric analysis; Scopus database; brand equity; IMC implementation. |
topic |
Integrated marketing communications; bibliometric analysis; Scopus database; brand equity; IMC implementation. |
description |
Given the growing popularity of integrated marketing communications (IMC) among academicians and businessmen, this study examines the trends of theoretical development in IMC during 1991-2020 by using a comprehensive bibliometric analysis of 303 academic research papers. In addition to examining the citation and publication structures in terms of authors, institutions, countries, and sources, this study explores the publications and citations trends and identifies conceptual and intellectual structure of IMC literature. The results demonstrate that IMC literature follows a steady but slow growth rate, although average citations per document are high. Kitchen, PJ. (author), Northwestern University (institution), USA (country), and Journal of Marketing Communications (source) contributed the most to IMC literature. With 216 multi-authored documents, IMC can be recognized as a field of high research collaboration. About 84% of the keywords appeared only once in IMC literature. In addition, the foundation of IMC rests on a small number of articles by a few researchers published in handful number of journals. Finally, the keyword co-occurrence network analysis identifies different clusters of IMC research, of which clusters marked with the keywords (1) brand equity, (2) measurement, (3) IMC and consumer empowerment represent the highest research potential. DOI: https://doi.org/10.54663/2182-9306.2022.v10.n18.4-27 |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-07-08T00:00:00Z |
dc.type.driver.fl_str_mv |
journal article info:eu-repo/semantics/article |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/551 oai:u3isjournal.isvouga.pt:article/551 |
url |
http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/551 |
identifier_str_mv |
oai:u3isjournal.isvouga.pt:article/551 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/551 http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/551/314 http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/downloadSuppFile/551/315 |
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https://creativecommons.org/licenses/by-nc-sa/4.0 info:eu-repo/semantics/openAccess |
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https://creativecommons.org/licenses/by-nc-sa/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
ISVOUGA - Instituto Superior de Entre Douro e Vouga |
publisher.none.fl_str_mv |
ISVOUGA - Instituto Superior de Entre Douro e Vouga |
dc.source.none.fl_str_mv |
International Journal of Marketing, Communication and New Media; Vol 10, No 18 (2022) 2182-9306 reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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