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Exploring the integration of social media within integrated marketing communication frameworks: perspectives of services marketers

Valos, Michael John, Haji Habibi, Fatemeh, Casidy, Riza, Driesener, Carl Barrie and Maplestone, Vanya Louise 2016, Exploring the integration of social media within integrated marketing communication frameworks: perspectives of services marketers, Marketing intelligence and planning, vol. 34, no. 1, pp. 19-40, doi: 10.1108/MIP-09-2014-0169.

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Title Exploring the integration of social media within integrated marketing communication frameworks: perspectives of services marketers
Author(s) Valos, Michael John
Haji Habibi, Fatemeh
Casidy, RizaORCID iD for Casidy, Riza orcid.org/0000-0002-6836-245X
Driesener, Carl Barrie
Maplestone, Vanya Louise
Journal name Marketing intelligence and planning
Volume number 34
Issue number 1
Start page 19
End page 40
Total pages 22
Publisher Emerald Group Publishing
Place of publication Bingley, Eng.
Publication date 2016
ISSN 0263-4503
Keyword(s) internet
interaction
brands
social media
services marketing
integrated marketing communications
Summary Purpose – At present no frameworks exist for services marketers to incorporate social media (SM) within marketing communications planning. The majority of integrated marketing communications (IMC) frameworks were developed prior to the development of the widespread use of digital and SM for information seeking, sales and service. The purpose of this paper is to investigate this issue for services marketers specifically as they differ from FMCG, industrial and durable marketers in terms of marketing messages, branding, media and channels. Furthermore, as they are less reliant on outsourced sale channels they have more potential than other industries to integrate social and digital media to build awareness, brands and sales.

Design/methodology/approach
– Depth interviews were conducted with eight senior services marketing executives to identify the impact of SM on marketing communications planning, implementation and measurement.

Findings – The findings revealed that the unique characteristics of SM (such as interactivity and individualisation, integration of communication and distribution channels, immediacy and information collection) impact traditional marketing communications frameworks. These impacts manifested in 12 modifications specific to services and SM to traditional generic IMC frameworks encompassed by the themes of reach, service channel, word-of-mouth advocacy, consumer generated messages, listening and behavioural measurement.

Practical implications
– The rapidly evolving nature of SM means senior services marketers need to educate organisational stakeholders regarding implementation issues, which may be a barrier to effective integration of SM within marketing communications.

Originality/value
– With digital marketing communications budgets reaching 30 per cent within some organisations, it is timely to put forward a marketing communication decision-making framework that first incorporates SM and second is suitable for services marketers.
Language eng
DOI 10.1108/MIP-09-2014-0169
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
1505 Marketing
Socio Economic Objective 910403 Marketing
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2016, Emerald Group Publishing
Free to Read? No
Free to Read Start Date 2019-01-01
Persistent URL http://hdl.handle.net/10536/DRO/DU:30081191

Document type: Journal Article
Collection: Department of Marketing
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