Proceedings of 13th Asian Business Research Conference 26 - 27 December, 2015, BIAM Foundation, Dhaka, Bangladesh, ISBN: 978-1-922069-93-1 Integrated Marketing Communication in Social Business Context: Conceptualization and Validation through Case Studies Parisa Islam Khan Integrated Marketing Communication (IMC) can play a vital role in the success of a business. IMC strategies are thus very popular and widely practiced in traditional corporate ventures. However in the hybrid business models, where organizations try to achieve both social and business objectives, IMC options are different in dimension and extent. In Social Business implementation of IMC tools and techniques are more challenging and complex. The purpose of this study is to explore the current trend of IMC practices, conceptualize the IMC strategies, tools and techniques and validate the effective IMC approach from the perspective of Social Business. A social business develops solution for social problems through a sustainable and profitable business model, where the investors only get back their amount of investment and profit are funneled back to the business. Popularized and patronized by Nobel laureate Dr. Muhammad Yunus, this concept aims to solve social problems through meeting the customers’ particular need of product or service and maximize social impact. It is different from NGO, CSR, Cooperative, Social Enterprise and other traditional format of business. This study pointed out the importance of IMC and its effective use in the unique framework of Social Business. This study undertakes a qualitative research approach using both primary and secondary data. Information has been gathered through literature review and face-to-face interviews with owners-managers of social business firms. Furthermore, multiple case studies are utilized to investigate the trend of IMC in a social business context. The findings of this study suggest that IMC in social business has to consider challenges like - promoting innovative solution, maintaining low cost structure, ensure profitability and sustainability, networking with multiple audience and dealing with policies and procedures. Therefore, right audience selection, cost effectiveness, media selection, message content, and cultural adaptation are the major concern of IMC in Social Business. Communication should be focused rather than general. Below-the-line promotions and social media campaign can be used to understand the market, create awareness and increase adoption. On the basis of limitations and findings, this study has suggested a number of future research options in the broader field of marketing communication. _____________________________________________________________________________ Parisa Islam Khan, Assistant Professor, Faculty of Business Administration, Eastern University, House 26, Road 5, Dhanmondi R/A, Dhaka 1205, Phone: +88 01714088045, E-mail: parisa@easternuni.edu.bd parisa455@yahoo.com