Idowu, AyomikunIbraheim, Mohammed2023-12-072023-12-072023-12-11https://hdl.handle.net/20.500.14154/70123Information and communication technology advancements have benefited the industrial sector. In the face of fierce economic competition, the shift in the industrial model towards digital significantly influences the marketing efforts made by competing firms. The organisation will benefit from swiftly and precisely adjusting by utilising different digital media and marketing tools. The process of creating and putting into place continuous persuasive communication programmes for consumers and potential customers is known as integrated marketing communication (IMC). Integrated marketing communication (IMC) has overtaken and changed organisations' communications and marketing programmes in recent years. It has proven to be beneficial to businesses in terms of brand equity, brand performance, and brand appeal. Since social media has altered (IMC), it is now referred to as consumer-generated media (CGM) (Shimp, 2003).Social media offers new routes and ways of engagement with customers and allows consumers to fully use this medium. Businesses are becoming more actively engaged with their clients as a result of the two-way contact that social media platforms provide (Finne and Grönroos, 2009). People may utilise social media to connect with companies they prefer, and teams may work together and share their expertise and knowledge. As a result, modern IMC approaches and tactics have been changed by social media (Mangold and Faulds, 2009). This study sheds light on how integrated marketing communication research has been distributed throughout a number of nations, years, topics, research methodologies and relationships across established themes.Every organisation needs marketing, and "marketing communications" was first considered a management duty. Public relations, direct marketing, sales promotion, and advertising comprise most marketing communication techniques. The most recent technological advancements allow the spreading of marketing and items further. They actively interact with customers on several channels, too. The continual expansion and advancements in digital media have rendered the original IMC framework idea partly or entirely irrelevant. Social media usage has expanded in the current marketing climate due to its heightened significance for overall brand identity, brand image, and corporate performance, operating organisations to include it in their marketing outreach channels. The purpose of this study was to analyse the evolution and expansion of the (IMC)concept, as well as how it changed the way marketing communications were carried out. The study additionally highlights the critical role of (ICM) and how it could have a significant impact on how customers behave. The research developed a theoretical framework that unites the existent conceptual framework of the IMC through a thorough examination of the literature. This paper's primary goal is to assess the theoretical review of IMC during the past few decades. This study intends to conduct a thorough analysis of worldwide scientific journals on integrated marketing communication research, considering both the themes, research subjects and research sites as well as the research methodologies employed. The major conclusions of this study, which analysed 20 scholarly literatures, were provided. The findings of the study serve as a launching for additional research and applications in the aspects of marketing mix in order to provide firm foundations for the brand both physically and electronically in the minds of customers.61entechniquesmarketingcommunicationThesis