The Model of Integrated Marketing Communication: Who has the Role to Influence Consumer Behaviour

Olimpia Elena Mihaela Oancea ()
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Olimpia Elena Mihaela Oancea: University of Pitesti

Acta Universitatis Danubius. OEconomica, 2015, issue 11(1), 22-31

Abstract: The purpose of this paper is proposes a theoretical framework to investigate the models of integrated marketing communication that can influence the consumer behaviour, and the development a model of integrated marketing communication. The research goals aim the following aspects: (a) The analyze of the IMC concept; (b) Identifying and analyzing the main models of integrated marketing communication that can influence the consumer behaviour; (c) Identifying the variables that will be included in the conceptual model of integrated marketing communication proposed. A review of the integrated marketing communication literature show the fact that were developed a series models of integrated marketing communication which has the role to influence the consumer buying behavior, but these not capture the correlation between the following factors: sociological variables, external stimuli, integrated marketing communication and consumer behavior. The method used was the secondary research in order to fulfill the research objectives established. The major result of this paper consists in proposing of a new conceptual model of integrated marketing communication that captures the correlation between external stimuli - sociological variables - integrated marketing communication - consumer behavior.

Keywords: integrated marketing communication; model; consumer behavior; sociological variables; external stimuli (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (1)

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