TY - GEN
T1 - Trends of Development of Integrated Marketing Communication in the Context of Digital Marketing
AU - Bormane, Santa
PY - 2019
Y1 - 2019
N2 - Nowadays, in the context of digital marketing and social media development, with the advantages given by technologies and the vast possibilities of communication among consumers, businesses find the implementation of integrated marketing communication influenced by the Internet as a marketing communication environment where businesses are urged into a customer-centric approach by the consumers’ changing habits of receiving information. This results in an increased role of content marketing, relationship orientation, dialogue and network communication, management of multiple stakeholders etc., which envisages consumer involvement with a view to mitigating the consequences caused by the obstacles to marketing communication – loss of control over corporate communication and being adversely affected by invisible communication. Aim of the research was to study and assess integrated marketing communications in the context of digital marketing and its influence upon buyers’ buying decisions. The object of the research is integrated marketing communications. The subject of the research is the influence of integrated marketing communication upon buyers’ buying decisions. The research makes use of the results of studies conducted by the author in 2017 and 2018. There was a survey of leading marketing specialists of Latvian food retail chains and a survey of randomly selected buyers with a sample of 1,003 respondents to find out the influence of integrated marketing communications upon the buyers’ buying decisions. The research brings conclusions regarding the consumption habits of different generations and other factors influencing buying decisions. The research confirmed the hypothesis that integrated marketing communications in the context of digital marketing is a relatively little used type of communication in the marketing communication strategy of businesses, yet its use facilitates consumer loyalty. The results of the research are of both theoretical and practical value.
AB - Nowadays, in the context of digital marketing and social media development, with the advantages given by technologies and the vast possibilities of communication among consumers, businesses find the implementation of integrated marketing communication influenced by the Internet as a marketing communication environment where businesses are urged into a customer-centric approach by the consumers’ changing habits of receiving information. This results in an increased role of content marketing, relationship orientation, dialogue and network communication, management of multiple stakeholders etc., which envisages consumer involvement with a view to mitigating the consequences caused by the obstacles to marketing communication – loss of control over corporate communication and being adversely affected by invisible communication. Aim of the research was to study and assess integrated marketing communications in the context of digital marketing and its influence upon buyers’ buying decisions. The object of the research is integrated marketing communications. The subject of the research is the influence of integrated marketing communication upon buyers’ buying decisions. The research makes use of the results of studies conducted by the author in 2017 and 2018. There was a survey of leading marketing specialists of Latvian food retail chains and a survey of randomly selected buyers with a sample of 1,003 respondents to find out the influence of integrated marketing communications upon the buyers’ buying decisions. The research brings conclusions regarding the consumption habits of different generations and other factors influencing buying decisions. The research confirmed the hypothesis that integrated marketing communications in the context of digital marketing is a relatively little used type of communication in the marketing communication strategy of businesses, yet its use facilitates consumer loyalty. The results of the research are of both theoretical and practical value.
KW - Digital marketing
KW - Consumer behavior
KW - buying decisions
KW - integrated marketing communication
KW - marketing communication
KW - marketing communication tools
KW - sustainability
KW - sustainable development
KW - sustainable development goals
KW - sustainable marketing
KW - quantitative and qualitative analysis
UR - https://www-webofscience-com.db.rsu.lv/wos/alldb/full-record/WOS:000835554400006
UR - http://journals.rta.lv/index.php/SIE
U2 - 10.17770/sie2019vol6.3717
DO - 10.17770/sie2019vol6.3717
M3 - Conference contribution
VL - 6: Ekonomika, inovatīva uzņēmējdarbība un sabiedrības pārvaldība. Finanses, grāmatvedība un nodokļu administrēšana
T3 - Society. Integration. Education=Sabiedrība. Integrācija. Izglītība
SP - 84
EP - 95
BT - Sabiedrība. Integrācija. Izglītība = Society. Integration. Education
A2 - Lubkina, Velta
A2 - Zvaigzne, Anda
A2 - Kotāne, Inta
PB - Rēzeknes Tehnoloģiju akadēmija
CY - Rēzekne
T2 - International Scientific Conference “Society. Integration. Education: Sabiedrība. Integrācija. Izglītība”, 2019
Y2 - 24 May 2019 through 25 May 2019
ER -
