Beyond Marketing Communication: Sintesis Konseptual melalui Integrative Literature Review menuju Marketing Communication Reflection Framework (MCRF)

Andhini Winariyanti; Florence Helena Kansil

doi:10.30640/dewantara.v5i3.7196

Authors

Andhini Winariyanti Universitas Paramadina
Florence Helena Kansil Universitas Paramadina

DOI:

https://doi.org/10.30640/dewantara.v5i3.7196

Keywords:

Conceptual Evolution, Digital Engagement, Integrative Literature Review, Marketing Communication, Marketing Communication Reflection Framework

Abstract

The evolution of Marketing Communication has been shaped by technological advancement, changes in the business environment, and shifts in consumer behavior. However, previous studies have generally examined these developments in isolation, and recent bibliometric evidence confirms that the intellectual structure of the field remains fragmented, limiting theoretical consolidation (Qi et al., 2025). This study aims to develop a conceptual synthesis of Marketing Communication evolution through an Integrative Literature Review, following the design principles for building a strong theoretical contribution (Snyder, 2024; Torraco, 2016). The review involved identifying, selecting, evaluating, and synthesizing 25 relevant sources spanning 1993–2025 to integrate diverse theoretical perspectives. The findings indicate that Marketing Communication has evolved from a messageoriented approach toward integrated communication, relationship building, digital engagement, and value cocreation. Based on this synthesis, this study proposes the Marketing Communication Reflection Framework (MCRF) as a conceptual framework that illustrates the interconnected stages of Marketing Communication evolution. The framework contributes to the theoretical development of Marketing Communication by providing a more integrative perspective on the discipline and offers a conceptual foundation for future empirical studies and theory development.

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