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.
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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