Work

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

Year: 2025

Type: article

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 to 2024 using Scopus data, employing co-occurrence analysis, citation mapping, and network visualization. The findings reveal dominant research themes, including digital transformation, consumer engagement, and brand equity, alongside emerging topics such as AI-driven personalization and cross-platform integration. Key scholars, influential journals, and collaborative networks are identified, highlighting the field’s evolution and interdisciplinary connections. This study provides a thorough overview of the intellectual landscape of IMC over the past decade, offering strategic directions for future research and practical insights for marketing professionals navigating an increasingly digital environment.

Source: Humanities and Social Sciences Communications

DOI: 10.1057/s41599-025-05884-8

Authors: Meng Qi, Zulhamri Abdullah, Baiyu Zhou, Saiful Nujaimi Abdul Rahman

Institution: Universiti Putra Malaysia

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $1,890

OpenAlex ID: W4415427273