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Journal of Marketing Communications Volume 27, 2021 - Issue 7
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Research Article

Integrated marketing communication in hospitality SMEs: analyzing the antecedent role of innovation orientation and the effect on market performance

Antonio C. PisicchioAdministration Department, Graduate Program in Administration, Federal University of Paraná, Curitiba, BrazilCorrespondence[email protected]
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Ana Maria Machado ToaldoAdministration Department, Graduate Program in Administration, Federal University of Paraná, Curitiba, BrazilORCID Iconhttps://orcid.org/0000-0002-9578-8122View further author information
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Pages 742-761 | Received 30 Sep 2019, Accepted 19 Apr 2020, Published online: 15 May 2020

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Ali B. Mahmoud, Joan Ball, Daniel Rubin, Leonora Fuxman, Iris Mohr, Dieu Hack-Polay, Nicholas Grigoriou & Aziz Wakibi. (2022) Pandemic pains to Instagram gains! COVID-19 perceptions effects on behaviours towards fashion brands on Instagram in Sub-Saharan Africa: Tech-native vs non-native generations. Journal of Marketing Communications 28:8, pages 864-888.
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Janire Gordon-Isasi, Lorea Narvaiza & Juan José Gibaja. (2022) An exploratory approach of the association between integrated marketing communication and business performance in higher education institutions. Journal of Marketing for Higher Education 0:0, pages 1-24.
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Articles from other publishers (6)

Lala Hu, Mirko Olivieri & Riccardo Rialti. (2023) Dynamically adapting to the new normal: unpacking SMEs’ adoption of social media during COVID-19 outbreaks. Journal of Business & Industrial Marketing 38:8, pages 1675-1688.
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Fatya Alty Amalia, Yuliani Dwi Lestari, Kung-Jeng Wang, Faridatus Saidah & Aghnia Nadhira Aliya Putri. (2023) Pivotal stimulants to halal certified firms: a case study of Taiwan. Journal of Islamic Marketing.
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Sudirman Zaid. (2022) The market turbulence, entrepreneurial marketing and marketing performance: An empirical study of tuna fillets SME's industry in Southeast Sulawesi, Indonesia. Journal of Eastern European and Central Asian Research (JEECAR) 9:6, pages 1008-1020.
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Shakeel ul Rehman, Rafia Gulzar & Wajeeha Aslam. (2022) Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach. SAGE Open 12:2, pages 215824402210999.
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Danielle Nunes Pozzo & Andrea Porras-Paez. 2022. From Grand Challenges to Great Solutions: Digital Transformation in the Age of COVID-19. From Grand Challenges to Great Solutions: Digital Transformation in the Age of COVID-19 3 14 .
Mehmet Civelek, Michal Červinka, Krzysztof Gajdka & Václav Nétek. (2021) Marketing communication tools and their influence on marketing innovation: Evidence from Slovakian SMEs. Management & Marketing. Challenges for the Knowledge Society 16:3, pages 210-227.
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