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IMC, social media and UK fashion micro-organisations

Claudia Elisabeth Henninger (School of Materials, University of Manchester, Manchester, UK)
Panayiota J. Alevizou (Management School, University of Sheffield, Sheffield, UK)
Caroline J. Oates (Management School, University of Sheffield, Sheffield, UK)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 10 April 2017




This paper aims to analyse the practical applicability of integrated marketing communications (IMC) to micro-organisations operating in the UK’s fashion industry, focusing specifically on the use of online platforms.


Qualitative methodological tools including semi-structured interviews, semiotics, Twitterfeed and Facebook analysis are used to examine to what extent micro-organisations apply IMC.


The findings suggest that these micro-organisations have a limited understanding of IMC. Although they utilise various channels, including social media, there is a disconnect between reaching the audience, understanding their needs and linking these aspects. External factors influence the use of various communication channels, leading to further fragmentation of sent messages.

Research limitations/implications

This research focuses on five micro-organisations within the fashion industry and thus may be seen as limited in nature. Whilst implications of the findings are discussed in terms of their impact to the wider industry and other sectors, this needs to be further researched.

Practical implications

Micro-organisations are underdeveloped in terms of both IMC and social media and require practical advice.


This study investigates two under-researched areas, IMC in micro-organisations and the use of social media within IMC, thereby moving forward our understanding of IMC in practice.



Henninger, C.E., Alevizou, P.J. and Oates, C.J. (2017), "IMC, social media and UK fashion micro-organisations", European Journal of Marketing, Vol. 51 No. 3, pp. 668-691.



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Copyright © 2017, Emerald Publishing Limited

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