해외 IMC 연구의 동향과 향후 과제 해외 광고 주요 학술지에 게재된 논문의 내용분석 = The State and Trend of IMC Research in Four Premier Advertising Journals From 1993 to 2008

다국어 초록 (Multilingual Abstract)

The purpose of this study is to examine the IMC literature to determine how IMC research has evolved in terms of quantity, content, and publication outlets. In addition, the paper identifies important trends in the IMC literature and provides a view of the research gaps and expected topical areas of interest. A content analysis was performed on 42 IMC articles appearing in four premier advertising journals from 1993 to 2008. Variables examined include IMC topics researched, publication period, research methods used, statistical techniques employed, characteristics of authors, and sample type. The findings of this study demonstrate a diverse pattern of increase in topical area of IMC research, a need for a more explicit theoretical framework, and a need for better methodological rigors in IMC research. The study also identified important trends in the IMC research to provide future direction, particularly in terms of research gaps and expected topical areas of interest. The three major research areas that are likely to grow in the next few years are: IMC and branding issues, IMC and interactive media, IMC and organizational issues. Moreover, single-authored papers appear to be in decline in favour of two to three authored papers, and author institutions widely domiciled arcoss North America, Asia, the UK, Europe and Australasia. The study provides both academics and practitioners with an updated review of the IMC literature along with a sense of how IMC research is evolving.

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