Roles and Implications of Marketing Communications in Retail Settings: A Systematic Review

Michele Girotto (), Luisa Solé Moro Mª () and Ana Maria Argila Irurita ()
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Michele Girotto: Universidad de Barcelona
Luisa Solé Moro Mª: Universidad de Barcelona
Ana Maria Argila Irurita: Universidad de Barcelona

A chapter in Advances in National Brand and Private Label Marketing, 2022, pp 173-199 from Springer

Abstract: Abstract This study systematically reviews papers on marketing communication strategies in retail settings extracted from the Web of Science, adopting a combination of bibliometric analyses on 30 years of data: bibliographic coupling, co-citation and cartographic analysis from the visualization and mapping using VOSviewer software. A thematic analysis using Atlas.ti software was also conducted to identify the main themes emerging from the literature related to roles and implications of marketing communication in retail. A total of 186 publications were identified from the period 1994–2021, and by applying threshold criteria for the bibliometric analysis, we identified 54 documents based on their citations and link strengths. The most influential authors, articles, journals, countries and keywords were determined. In addition, content analysis of the publications resulting from the paper analysis was carried out, with the identification of four main clusters that summarize the most important themes addressing the main roles and implications of marketing communications in retail across these themes: (i) sustainability, experiential consumption and consumer trust; (ii) misalignment in the push-pull relationship of marketing and sales and multichannel dynamics across the purchase funnel; (iii) integrated marketing communication as practice and marketing communication forms in value creation and co-creation; and (iv) interactive technologies and marketing appeals in brand considerations. This analysis provided a basis for the organization of marketing communication roles and implications related to retail research and brings practical implications for retail businesses when engaging on integrated marketing communication planning. This paper suggests some new avenues for other integrated marketing communication (IMC) researchers interested in further exploring the link between IMC and retail research.

Keywords: Integrated marketing communications; IMC; Marketing communication mix; Retail; Literature review (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-06581-1_23

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DOI: 10.1007/978-3-031-06581-1_23

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