International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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Emerging Trends in Integrated Marketing Communication: A Bibliometric Analysis

Author(s) Mr. MUHAMMED FAZIL M P, Dr. SIDDIQUE KADAVATHE PEEDIKAYIL
Country India
Abstract In the modern marketing environment the growing popularity of integrated marketing communications (IMC) are increasing among academicians and businessmen. Integrated Marketing Communication (IMC) is a strategic approach that involves coordinating and integrating various communication channels to deliver a unified and consistent message to target audiences. In this social media and digital marketing era integrated marketing communication (IMC) is a successful marketing strategy. Integrated marketing communication strengthens customer relationships through the integration of data from many channels and enhances brand value. The purpose of this study aims to analyse the International articles to identify influential cited works in integrated marketing communication. This bibliometric study covers the articles published in Scopus database over a 10-year period from 2013 to 2023 in the area of Integrated Marketing Communication. This study looks at the publication structures and citation patterns with respect to authors, institutions, nations, and sources. The bibliometric analysis is conducted by using the software like Biblioshiny and VOS viewer. The study analyses articles that contain specific keyword “integrated marketing communication”. Finally the paper suggests future trends in the field of research in integrated marketing communication
Keywords Integrated marketing communication (IMC), VOS viewer, Biblioshiny
Published In Volume 7, Issue 5, September-October 2025
Published On 2025-10-26
DOI https://doi.org/10.36948/ijfmr.2025.v07i05.58144
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E-ISSN 2582-2160
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