A model for evaluating the impact of integrated marketing communications on consumer behaviour

Abstract

The article analyses how to assess the impact of different integrated marketing communication tools on consumer behaviour. This is important in order to find out which tools are most effective. The aim of the paper is to develop a theoretical model of consumer behaviour based on the impact of integrated marketing communication on consumers. The analysis of the scientific literature has revealed the concept of integrated marketing communication and the main tools that make it up. Each tool is analysed separately, defining its essence, functions, advantages and disadvantages. The article analyses the concept of consumer behaviour based on research and literature analysis, identifies the main factors influencing consumers and their choices, also analyses the process of consumer purchasing. An examination of the various studies already completed analysing the impact of integrated marketing communications on consumer behaviour reveals a lack of research covering not only individual marketing tools, but the whole range of marketing tools. In view of this deficiency, a theoretical model for assessing consumer behaviour has been developed, based on the impact of integrated marketing communications on consumer behaviour. The model will support further research to investigate which factors and which integrated marketing communication tools have an impact on consumer behaviour and to identify which tool is the most important.