%0 Journal Article
%T The Challenges of Incorporating Social Media Marketing Within Integrated Marketing Communication
%A Budzanowska-Drzewiecka, Małgorzata
%J Media Management
%V 2021
%R 10.4467/23540214ZM.21.017.13412
%N Volume 9, Issue 2
%P 281-296
%K marketing communication, social media, integrated marketing communication
%D 2021
%U https://ejournals.eu/en/journal/zarzadzanie-mediami/article/wyzwania-stosowania-dzialan-marketingowych-poprzez-media-spolecznosciowe-z-perspektywy-zintegrowanej-komunikacji-marketingowej
%X 
	The paper aims to systematise the modifications within the concept of integrated marketing com­munication, resulting from the usage of social media in the companies’ communication practic­es. Based on the literature review, the current challenges of integrating social media into market­ing communication were identified. They were structured into three groups of tactical, strategic and ethical challenges. These challenges are related to both, the practical issues of marketing communi­cation through the evolving social media and the theoretical discussion on the conceptual frame­work of integrated marketing communication.

	JEL: M37, M31