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Title: An implementation of integrated marketing and communication strategy in collaboration with digital influencers
Authors: Hawshar, Ghina
Advisors: Khoury, Josiane El 
Keywords: IMC, digital marketing, influencers, Instagram, brand awareness
Subjects: Communication in marketing
Influence (Psychology)
Dissertations, Academic
University of Balamand--Dissertations
Issue Date: 2020
The current project goes over one of the utmost 21st century marketing trends “digital marketing and public relations” from a business perspective and discusses its influence on businesses, as social media platforms became a key aspect of integrated marketing and communication plan for businesses worldwide. This project aims to implement an IMC plan for the existing business Star Media Studio, as Instagram is the main platform to apply all the IMC strategies that are supposed to replace the role of traditional marketing tools. As well, implementing how to choose the right channel and methods to promote a service or a product. Promoting a business through social media platforms such as Facebook, Instagram, and YouTube have allowed firms to reach their target audience, communicate directly with them, create a brand awareness and penetrate into international markets. This project will discuss how including digital influencers in an IMC plan would facilitate the promotion’s process.
Includes bibliographical references (p. 33-39)
Ezproxy URL: Link to full text
Type: Project
Appears in Collections:UOB Theses and Projects

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