Very few studies have investigated the impact of and prospects for IMC in the online
environment. Considering the gaps identified at a general level, it is evident that
research done previously is quite specific to social media marketing as a
phenomenon, and not identifying as to which factors could be important for a
campaign’s success. This suggests that telecom companies are either not using it in
a correct manner (uneducated/unaware) or are avoiding it due to some kind of risk
they associate with it. This paper researches and identifies few such factors that,
once incorporated, could prove to be effective for running the campaign successfully.
Based on the objectives of this study stated above, first the perspective of Telecom
Companies’ social media experts’, and social media agencies will be analyzed. Then
the study aims to evaluate the perspective of customers. Finally the research model
will be assessed based on three perspectives to identify the critical success factors
for social media as an IMC tool and its impact on the overall campaign objectives.
Implications from the research will be given for marketers and advertising managers