{"id":"https://openalex.org/W2280924979","doi":"https://doi.org/10.5937/megrev1401187r","title":"Integrated marketing communications paradigm in digital environment: The five pillars of integration","display_name":"Integrated marketing communications paradigm in digital environment: The five pillars of integration","publication_year":2014,"publication_date":"2014-01-01","ids":{"openalex":"https://openalex.org/W2280924979","doi":"https://doi.org/10.5937/megrev1401187r","mag":"2280924979"},"language":"en","primary_location":{"id":"doi:10.5937/megrev1401187r","doi":"https://doi.org/10.5937/megrev1401187r","is_oa":true,"landing_page_url":"https://doi.org/10.5937/megrev1401187r","pdf_url":"https://scindeks-clanci.ceon.rs/data/pdf/1820-3159/2014/1820-31591401187R.pdf","source":{"id":"https://openalex.org/S4210183540","display_name":"Megatrend revija","issn_l":"1820-3159","issn":["1820-3159","2560-3329"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["ddh","doaj","erih-plus","poland-20"],"host_organization":"https://openalex.org/P4310322047","host_organization_name":"University Dzon Nezbit","host_organization_lineage":["https://openalex.org/P4310322047"],"host_organization_lineage_names":["University Dzon Nezbit"],"type":"journal"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Megatrend revija","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref","doaj"],"open_access":{"is_oa":true,"oa_status":"diamond","oa_url":"https://scindeks-clanci.ceon.rs/data/pdf/1820-3159/2014/1820-31591401187R.pdf","any_repository_has_fulltext":true},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5027438993","display_name":"Beba Raki\u0107","orcid":"https://orcid.org/0000-0001-7779-4548","observed_orcids":["https://orcid.org/0000-0001-7779-4548"]},"institutions":[{"id":"https://openalex.org/I159365519","display_name":"Megatrend University","ror":"https://ror.org/02ffca462","country_code":"RS","type":"education","lineage":["https://openalex.org/I159365519"]}],"countries":["RS"],"is_corresponding":false,"raw_author_name":"Beba Raki\u0107","raw_affiliation_strings":["Faculty of Business Studies , Megatrend University , Belgrade ,","Megatrend University - Faculty of Business Studies, Belgrade, Serbia"],"raw_orcid":"https://orcid.org/0000-0001-7779-4548","affiliations":[{"raw_affiliation_string":"Faculty of Business Studies , Megatrend University , Belgrade ,","institution_ids":["https://openalex.org/I159365519"]},{"raw_affiliation_string":"Megatrend University - Faculty of Business Studies, Belgrade, Serbia","institution_ids":["https://openalex.org/I159365519"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5081768565","display_name":"Mira Raki\u0107","orcid":"https://orcid.org/0000-0003-4937-7645","observed_orcids":["https://orcid.org/0000-0003-4937-7645"]},"institutions":[{"id":"https://openalex.org/I159365519","display_name":"Megatrend University","ror":"https://ror.org/02ffca462","country_code":"RS","type":"education","lineage":["https://openalex.org/I159365519"]}],"countries":["RS"],"is_corresponding":false,"raw_author_name":"Mira Raki\u0107","raw_affiliation_strings":["Faculty of Business Studies , Megatrend University , Belgrade","Megatrend University - Faculty of Business Studies, Belgrade, Serbia"],"raw_orcid":"https://orcid.org/0000-0003-4937-7645","affiliations":[{"raw_affiliation_string":"Faculty of Business Studies , Megatrend University , Belgrade","institution_ids":["https://openalex.org/I159365519"]},{"raw_affiliation_string":"Megatrend University - Faculty of Business Studies, Belgrade, Serbia","institution_ids":["https://openalex.org/I159365519"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I159365519"],"apc_list":null,"apc_paid":null,"fwci":3.9618,"has_fulltext":true,"cited_by_count":46,"citation_normalized_percentile":{"value":0.94329172,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":88,"max":100},"biblio":{"volume":"11","issue":"1","first_page":"187","last_page":"204"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.7095000147819519,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.7095000147819519,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.28780001401901245,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14035","display_name":"Literature, Culture, and Aesthetics","score":0.0015999999595806003,"subfield":{"id":"https://openalex.org/subfields/3315","display_name":"Communication"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/integrated-marketing-communication","display_name":"integrated marketing communication","score":0.9990000128746033},{"id":"https://openalex.org/keywords/digital-marketing","display_name":"digital marketing","score":0.8289999961853027},{"id":"https://openalex.org/keywords/media-integration","display_name":"media integration","score":0.8240000009536743},{"id":"https://openalex.org/keywords/word-of-mouth","display_name":"word of mouth","score":0.7919999957084656},{"id":"https://openalex.org/keywords/digital-consumers","display_name":"digital consumers","score":0.5220000147819519},{"id":"https://openalex.org/keywords/user-generated-content","display_name":"user-generated content","score":0.6549999713897705},{"id":"https://openalex.org/keywords/real-time-interaction","display_name":"real-time interaction","score":0.46399998664855957},{"id":"https://openalex.org/keywords/promotional-mix","display_name":"promotion mix","score":0.4300000071525574}],"concepts":[{"id":"https://openalex.org/C73528240","wikidata":"https://www.wikidata.org/wiki/Q2350449","display_name":"Integrated marketing communications","level":4,"score":0.6156523823738098},{"id":"https://openalex.org/C17632256","wikidata":"https://www.wikidata.org/wiki/Q1076968","display_name":"Digital media","level":2,"score":0.587944507598877},{"id":"https://openalex.org/C201280247","wikidata":"https://www.wikidata.org/wiki/Q11032","display_name":"Newspaper","level":2,"score":0.5708157420158386},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.5697816014289856},{"id":"https://openalex.org/C536005652","wikidata":"https://www.wikidata.org/wiki/Q677073","display_name":"Direct marketing","level":2,"score":0.5661384463310242},{"id":"https://openalex.org/C110875604","wikidata":"https://www.wikidata.org/wiki/Q75","display_name":"The Internet","level":2,"score":0.545873761177063},{"id":"https://openalex.org/C98495876","wikidata":"https://www.wikidata.org/wiki/Q1323528","display_name":"Digital marketing","level":2,"score":0.5031036734580994},{"id":"https://openalex.org/C98147612","wikidata":"https://www.wikidata.org/wiki/Q215599","display_name":"Promotion (chess)","level":3,"score":0.47903433442115784},{"id":"https://openalex.org/C76155785","wikidata":"https://www.wikidata.org/wiki/Q418","display_name":"Telecommunications","level":1,"score":0.43860742449760437},{"id":"https://openalex.org/C95491727","wikidata":"https://www.wikidata.org/wiki/Q992968","display_name":"Mobile telephony","level":3,"score":0.42073649168014526},{"id":"https://openalex.org/C49774154","wikidata":"https://www.wikidata.org/wiki/Q131765","display_name":"Multimedia","level":1,"score":0.3893812298774719},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.3163492679595947},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.2888105809688568},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.2661184072494507},{"id":"https://openalex.org/C136764020","wikidata":"https://www.wikidata.org/wiki/Q466","display_name":"World Wide Web","level":1,"score":0.21612393856048584},{"id":"https://openalex.org/C192975520","wikidata":"https://www.wikidata.org/wiki/Q1143466","display_name":"Marketing management","level":2,"score":0.14577633142471313},{"id":"https://openalex.org/C2781307350","wikidata":"https://www.wikidata.org/wiki/Q6887221","display_name":"Mobile radio","level":2,"score":0.11898607015609741},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.07761016488075256},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"score":0.0},{"id":"https://openalex.org/C94625758","wikidata":"https://www.wikidata.org/wiki/Q7163","display_name":"Politics","level":2,"score":0.0},{"id":"https://openalex.org/C54649085","wikidata":"https://www.wikidata.org/wiki/Q574424","display_name":"Relationship marketing","level":3,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.5937/megrev1401187r","doi":"https://doi.org/10.5937/megrev1401187r","is_oa":true,"landing_page_url":"https://doi.org/10.5937/megrev1401187r","pdf_url":"https://scindeks-clanci.ceon.rs/data/pdf/1820-3159/2014/1820-31591401187R.pdf","source":{"id":"https://openalex.org/S4210183540","display_name":"Megatrend revija","issn_l":"1820-3159","issn":["1820-3159","2560-3329"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["ddh","doaj","erih-plus","poland-20"],"host_organization":"https://openalex.org/P4310322047","host_organization_name":"University Dzon Nezbit","host_organization_lineage":["https://openalex.org/P4310322047"],"host_organization_lineage_names":["University Dzon Nezbit"],"type":"journal"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Megatrend revija","raw_type":"journal-article"},{"id":"pmh:oai:doaj.org/article:4f409b8be3a743d7bec70052980bd9ea","doi":null,"is_oa":true,"landing_page_url":"https://doaj.org/article/4f409b8be3a743d7bec70052980bd9ea","pdf_url":null,"source":{"id":"https://openalex.org/S4306401280","display_name":"DOAJ (DOAJ: Directory of Open Access Journals)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":null,"host_organization_name":null,"host_organization_lineage":[],"host_organization_lineage_names":[],"type":"repository"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"Megatrend Revija, Vol 11, Iss 1, Pp 187-204 (2014)","raw_type":"article"}],"best_oa_location":{"id":"doi:10.5937/megrev1401187r","doi":"https://doi.org/10.5937/megrev1401187r","is_oa":true,"landing_page_url":"https://doi.org/10.5937/megrev1401187r","pdf_url":"https://scindeks-clanci.ceon.rs/data/pdf/1820-3159/2014/1820-31591401187R.pdf","source":{"id":"https://openalex.org/S4210183540","display_name":"Megatrend revija","issn_l":"1820-3159","issn":["1820-3159","2560-3329"],"is_oa":true,"is_in_doaj":true,"is_core":false,"listed_in":["ddh","doaj","erih-plus","poland-20"],"host_organization":"https://openalex.org/P4310322047","host_organization_name":"University Dzon Nezbit","host_organization_lineage":["https://openalex.org/P4310322047"],"host_organization_lineage_names":["University Dzon Nezbit"],"type":"journal"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Megatrend revija","raw_type":"journal-article"},"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":true,"pdf":true},"content_urls":{"pdf":"https://content.openalex.org/works/W2280924979.pdf","grobid_xml":"https://content.openalex.org/works/W2280924979.grobid-xml"},"referenced_works_count":9,"referenced_works":["https://openalex.org/W1982983502","https://openalex.org/W2060123961","https://openalex.org/W2098099892","https://openalex.org/W2103747060","https://openalex.org/W2114397865","https://openalex.org/W2149142441","https://openalex.org/W2231999202","https://openalex.org/W2602890598","https://openalex.org/W3208465219"],"related_works":["https://openalex.org/W6892834936","https://openalex.org/W2802246219","https://openalex.org/W4229689341","https://openalex.org/W3144257059","https://openalex.org/W4247405822","https://openalex.org/W3142381278","https://openalex.org/W4255829619","https://openalex.org/W2059601599","https://openalex.org/W4253062342","https://openalex.org/W4248879171"],"abstract_inverted_index":{"This":[0],"paper":[1],"is":[2,17],"focused":[3],"on":[4,230],"the":[5,35,78,91,176],"paradigm":[6],"of":[7,26,37,110,120,156,158,171,190,199,217,227],"integrated":[8],"marketing":[9,235],"communications":[10,140,159,173,181,200,206,228],"(IMC)":[11],"in":[12,24,108,154,183,188,215],"digital":[13,75,86,96,98,100,103,134,142],"environment.":[14],"The":[15],"integration":[16,23,107,153,187,214],"analysed":[18],"through":[19,34,90],"five":[20],"aspects.":[21],"First,":[22],"terms":[25,109,155,189,216],"media;":[27],"it":[28,113,164,192,220],"means":[29,114,165,193,221],"that":[30,115,166,194,222],"IMC":[31,116,167,195,223],"are":[32,117,168,196,224],"performed":[33],"mix":[36,119,170,198,226],"traditional":[38,121],"media":[39,47,76],"(print":[40],"-":[41,48,59,71,102,207],"newspapers,":[42],"magazines;":[43],"radio;":[44,97],"television;":[45],"direct-response":[46],"telephone,":[49],"direct":[50,130],"mail,":[51],"catalogue":[52],"marketing;":[53],"billboards;":[54],"other":[55,83],"'specific":[56],"media':":[57],"product":[58],"especially":[60],"brand,":[61],"packaging;":[62],"price;":[63],"place;":[64],"people;":[65],"process;":[66],"physical":[67],"evidence;":[68],"traditional/offline":[69],"consumers":[70,101,204],"WOM":[72,104,147],"communications)":[73],"and":[74,82,88,93,144,146,150,160,179,209,211,234],"(":[77],"Internet;":[79],"mobile":[80,84,94,138],"phones":[81],"devices;":[85,95],"newspapers":[87],"magazines":[89],"Internet":[92],"TV;":[99],"communications).":[105],"Second,":[106],"communication":[111],"methods,":[112],"a":[118,169,197,225],"promotion":[122],"(advertising,":[123],"personal":[124],"selling,":[125],"public":[126],"relations":[127],"&":[128],"publicity,":[129],"marketing,":[131],"sales":[132],"promotion),":[133],"communications/interactions":[135,148],"(Internet":[136],"communications,":[137,139],"via":[141],"radio":[143],"TV)":[145],"(offline":[149],"online).":[151],"Third,":[152],"time":[157],"possibilities":[161],"for":[162],"interaction,":[163],"traditionalstatic":[172],"('monologue'":[174],"towards":[175],"target":[177],"audience)":[178],"dynamic":[180],"('dialogue')":[182],"real":[184],"time.":[185],"Fourth,":[186],"actors,":[191],"initiated":[201],"both":[202],"by":[203,238],"(WOM":[205],"offline":[208],"online/e/digital)":[210],"organizations.":[212],"Fifth,":[213],"content":[218,233,236],"creation,":[219],"based":[229],"consumer":[231],"generated":[232],"(created":[237],"organisations).":[239]},"counts_by_year":[{"year":2026,"cited_by_count":1},{"year":2025,"cited_by_count":2},{"year":2024,"cited_by_count":3},{"year":2023,"cited_by_count":17},{"year":2022,"cited_by_count":1},{"year":2021,"cited_by_count":4},{"year":2020,"cited_by_count":7},{"year":2019,"cited_by_count":3},{"year":2018,"cited_by_count":3},{"year":2016,"cited_by_count":2},{"year":2015,"cited_by_count":2},{"year":2014,"cited_by_count":1}],"updated_date":"2026-11-07T11:25:07.637180","created_date":"2016-06-24T00:00:00"}
