Integrated marketing communications: From media channels to digital connectivity

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Individual strategies for sustainable consumption (2012, background): “Aligned with a shift in emphasis towards nurturing customer communities which trust peer recommendations over advertising campaigns, marketers can use our typology to facilitate engagement with consumers based on a thorough understanding of their approach to sustainability, using real-time data, ins”
IMC antecedents and the consequences of planned brand identity in higher education (2017, background): “A corporate website enables strengthening brands and builds an image of itself in the consumer’s mind (Tarafdar and Zhang, 2008) and plays an important role in an organisation’s IMC strategy (Mulhern, 2009).”
Interactive Digital Advertising vs. Virtual Brand Community (2011, background): “Social media pertains essentially to social networking among users, so marketing communication approaches in such user-centered social networking contexts reflect the views of marketing practitioners (Mulhern 2009).”