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Global Journal of Humanities and Social Sciences

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MILLENNIALS AND BRAND AWARENESS: THE ROLE OF INTEGRATED MARKETING COMMUNICATION STRATEGIES

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Agung Gunawan 1 ,
4 Universitas Mercu Buana, Indonesia

Abstract

This study explores the role of Integrated Marketing Communication (IMC) strategies in enhancing brand awareness among millennial consumers. As one of the most influential consumer groups, millennials present unique challenges and opportunities for marketers aiming to build strong brand recognition. The research investigates how various IMC tools—such as advertising, social media marketing, public relations, and content marketing—can be synergistically combined to create a cohesive brand message that resonates with millennials. Data was collected through surveys and focus groups of millennial consumers, focusing on their perceptions of brand awareness, engagement, and preferences for communication channels. The findings suggest that an integrated approach that aligns messaging across multiple platforms significantly improves brand recall, fosters stronger consumer-brand relationships, and enhances overall brand awareness. The study emphasizes the importance of creating personalized and consistent brand experiences to engage millennials effectively, who value authenticity, relevance, and transparency. The results provide valuable insights for marketers seeking to optimize their IMC strategies to build lasting connections with this influential demographic.

Keywords

Integrated Marketing Communication (IMC), Brand awareness, Millennials

References

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How to Cite

MILLENNIALS AND BRAND AWARENESS: THE ROLE OF INTEGRATED MARKETING COMMUNICATION STRATEGIES. (2025). Global Journal of Humanities and Social Sciences, 4(01), 1-4. https://www.grpublishing.org/journals/index.php/gjhss/article/view/155

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