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...

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Bibliografische gegevens

Hoofdauteurs:	Lingling Wu, Yuriy Danko, Fuli Chen, Xuefeng Yao, Fenghe Zhang
Formaat:	Artigo
Taal:	Inglês
Gepubliceerd in:	LLC "CPC "Business Perspectives" 2022-03-01
Reeks:	Innovative Marketing
Onderwerpen:	CiteSpace integrated marketing communications scientometrics Scopus Web of Science
Online toegang:	https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/16222/IM_2022_01_Wu.pdf
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