Integrated Marketing Communications Epistemology

Through a meta-critical and comparative analysis of a sample of scientific research in the field of integrated marketing communications, published over the last three decades, the study sought to monitor the features of the scientific philosophy of integrated marketing communications by reviewing the ability of the integrated approach to make an epistemological break with the traditional philosophies of marketing communications. And identifying the features of this cognitive rupture and the role of practical practice in crystallizing its conditions. The study was also concerned with identifying the epistemological values of the integrated approach that reflect its utilitarian advantages achieved at the level of improving the practice of marketing communications, in addition to reviewing the epistemological obstacles facing the integrated approach.
The study sample consists of 567 research papers and scientific papers in the field of integrated marketing communications in both Arabic and English, and published in the time period extending from the beginning of 1988 AD (the beginning of the emergence of the integrated approach), until the end of 2020.
The results of the study indicated that electronic marketing communications research is expected to gain a greater share in the near future, as this research began a short time ago, but it needs more support, development and attention represented in developing methodological and procedural treatments in a manner that reflects the new and different proposition of the integrated approach.