Bibliometric analysis of Integrated Marketing Communications (2015–2024): knowledge structures, emerging themes, and future perspectives

Abstract Integrated Marketing Communication (IMC) research has expanded rapidly, but its intellectual structure remains fragmented, limiting theoretical consolidation and practical advancements, especially in this digital era. This study conducts a bibliometric analysis of IMC literature from 2015 t...

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Bibliografische Detailangaben

Hauptverfasser:	Meng Qi, Zulhamri Abdullah, Baiyu Zhou, Saiful Nujaimi Abdul Rahman
Format:	Artigo
Sprache:	Inglês
Veröffentlicht:	Springer Nature 2025-10-01
Schriftenreihe:	Humanities & Social Sciences Communications
Online-Zugang:	https://doi.org/10.1057/s41599-025-05884-8
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