INTEGRATED MARKETING COMMUNICATION
In recent years, social media has become an effective means of communication between customers and organizations. Consumers in the new era of internet take more active role as market players, reflected on the marketing communication model by Duncan. Studying this model, organizations can understand how customers initiated communications with firms, thereby help them to find the ways to implement on this integrated communication and gain competitive advantages.
Traditionally, scholars in many years are accustomed to the typical model of communication as “sender -message- receiver”, where marketers create a message, and deliver it to customers through marketing channels, such as advertising and media system, then wait for the response from the expected viewers. There are some barriers that can interrupt the massage delivery process, including clutter, massage conflict, and inconsistency, which has negative effect to the response of communication, the feedback (Schultz, 2002). It is notable that these feedbacks are important to organizations in terms of understanding customer needs, expectations, as well as the dissatisfactions, in order to gain market share and sustain businesses.