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The Rise of Online Shopping after the Epidemic in the Perspective of Integrated Marketing Communication
- 1 Communication arts and science, Michigan State University, East Lansing, the United States, 48823
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Abstract
Integrated Marketing Communications (IMC) has been associated with improved sales. Marketers have long relied upon IMC strategies to boost brand awareness, product appeal, and brand discrimination. The COVID-19 pandemic incited e-shopping behavior resulting from limited mobility. To arrest the spread, governments increased travel restrictions. Citizens also reduced movement to curb infections. Until then, shopping was a mobility-driven venture, and consumers readily took to online shopping, which hit $5 trillion in global value. The upward trajectory was maintained even after the restrictions were lifted, raising the question of whether IMC programs influenced post-pandemic e-shopping. This research sought to test IMC stimulation of post-COVID e-shopping. Specifically, the researcher tested IMC’s role in maintaining consumer interest and persuading impulse purchase -factors that eventually fostered post-pandemic online shopping. Using qualitative descriptive research, the researcher executed surveys and a case study that revealed IMC as a leading driver of post-pandemic online shopping. It is essential to research the importance of IMC as it is associated with the rise of internet shopping after the epidemic.
Keywords
Integrated marketing communication, epidemic COVID-19, internet shopping, social media
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Cite this article
Zhang,W. (2023). The Rise of Online Shopping after the Epidemic in the Perspective of Integrated Marketing Communication. Advances in Economics, Management and Political Sciences,5,1-5.
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