<abstract xmlns="http://www.w3.org/1999/xhtml"><p>In the current economic context, characterized by extremely fierce competition directed at winning or retaining various consumer segments, as well as by an unprecedented technological boom, the marketers’ effort towards implementing new ways of communicating and bidding remains the only way to business success. Considered to be the most visible part of the marketing activity, integrated marketing communication tends to capture the attention of both providers and buyers especially, who need information from various sources to inform their purchasing decisions. Thus, the present paper aims to highlight the main tools which the specialists use in integrated marketing communication in their attempt to establish a permanent and efficient contact with both potential consumers and with actual consumers, as well as an analysis of secondary data sources regarding the impact false news broadcast through various media channels have on consumer perceptions.</p></abstract>

In the current economic context, characterized by extremely fierce competition directed at winning or retaining various consumer segments, as well as by an unprecedented technological boom, the marketers’ effort towards implementing new ways of communicating and bidding remains the only way to business success. Considered to be the most visible part of the marketing activity, integrated marketing communication tends to capture the attention of both providers and buyers especially, who need information from various sources to inform their purchasing decisions. Thus, the present paper aims to highlight the main tools which the specialists use in integrated marketing communication in their attempt to establish a permanent and efficient contact with both potential consumers and with actual consumers, as well as an analysis of secondary data sources regarding the impact false news broadcast through various media channels have on consumer perceptions.

Integrated Marketing Communication and Its Impact on Consumer Behavior

Studies in Business and Economics

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"Integrated Marketing Communication and Its Impact on Consumer Behavior"}

In the current economic context, characterized by extremely fierce competition directed at winning or retaining various consumer segments, as well as by an...

Integrated Marketing Communication and Its Impact on Consumer Behavior

Data publikacji: 10 wrz 2018

Zakres stron: 92 - 102

DOI: https://doi.org/10.2478/sbe-2018-0022

Słowa kluczowe
Integrated Marketing Communication, Media Communication Channels, Misinformation, Consumer Behavior

© 2018 Duralia Oana, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Integrated Marketing Communication and Its Impact on Consumer Behavior

Data publikacji: 10 wrz 2018

Zakres stron: 92 - 102

DOI: https://doi.org/10.2478/sbe-2018-0022

Słowa kluczoweIntegrated Marketing Communication, Media Communication Channels, Misinformation, Consumer Behavior

© 2018 Duralia Oana, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Słowa kluczowe
Integrated Marketing Communication, Media Communication Channels, Misinformation, Consumer Behavior