Mapping the literature of integrated marketing communications: A scientometric analysis using CiteSpace

Integrated marketing communication (IMC) is an effective marketing practice in the age of social media. IMC builds customer relationships and enhances brand value by integrating information from multiple channels and strengthening user interaction. The purpose of this study is to present the develop...

Ausführliche Beschreibung

Bibliografische Detailangaben

Hauptverfasser:	Lingling Wu, Yuriy Danko, Fuli Chen, Xuefeng Yao, Fenghe Zhang
Format:	Artigo
Sprache:	Inglês
Veröffentlicht:	LLC "CPC "Business Perspectives" 2022-03-01
Schriftenreihe:	Innovative Marketing
Schlagworte:	CiteSpace integrated marketing communications scientometrics Scopus Web of Science
Online-Zugang:	https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/16222/IM_2022_01_Wu.pdf
Tags:	Tag hinzufügen Keine Tags, Fügen Sie das erste Tag hinzu!