espEconomy: strategy and practiceEconomy: strategy and practice1997-99672663-550XИнститут экономики10.51176/1997-9967-2025-2-69-84esp-1600Research ArticleИННОВАЦИИ И ЦИФРОВАЯ ЭКОНОМИКАINNOVATION AND THE DIGITAL ECONOMYСТАТЬЯ ОТОЗВАНА: Инструменты оценки эффективности интегрированных маркетинговых коммуникаций: библиометрический анализ за тридцать летRETRACTED: Integrated Marketing Communication Effectiveness Valuation Tools: A Thirty-Year Bibliometric Analysishttps://orcid.org/0009-0003-5746-7795ОразаевА. Ж.OrazayevA. Zh.

PhD докторант

пр. Абая 4, A25D4X3, Алматы

PhD student

4 Abay ave., A25D4X3, Almaty

askhat.orazayev@kimep.kzhttps://orcid.org/0009-0005-7774-781XГаркавенкоВ.GarkavenkoV.

PhD, ассоциированный профессор

пр. Абая 4, A25D4X3, Алматы

PhD Associate professor

4 Abay ave., A25D4X3, Almaty

gvlad@kimep.kzУниверситет КИМЭПКазахстанKIMEP UniversityKazakhstan2025140720252026984Copyright © Оразаев А.Ж., Гаркавенко В., 20252025Оразаев А.Ж., Гаркавенко В.Orazayev A.Z., Garkavenko V.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://esp.ieconom.kz/jour/article/view/1600

СТАТЬЯ ОТОЗВАНА

В условиях цифровой трансформации и медиаполяризации компании все чаще прибегают к интегрированным маркетинговым коммуникациям (далее - IMC) для обеспечения согласованности бренда и повышения эффективности коммуникационных стратегий.  Данное научное исследование направлено на библиометрический анализ научной литературы по вопросам оценки эффективности IMC с целью выявления ключевых теоретико-методологических подходов, доминирующих тематических направлений и эволюции метрик за период 1991 -2021 гг. В работе использован библиометрический анализ с применением инструментария Bibliometrix в среде R, а источниковой базой послужила выборка из 320 публикаций в базе данных Scopus. Эмпирической основой послужил массив из 320 рецензируемых статей, отобранных из базы данных Scopus по тематике оценки и измерения ИМК, охватывающих период с 1991 по 2021 год. В рамках исследования проведены анализ соотношения ключевых слов, картирование со-цитирования и анализ динамики публикационной активности с целью выявления тематических кластеров, ведущих исследователей и интеллектуальной структуры научного поля. Результаты анализа позволили выделить пять доминирующих исследовательских направлений: (1) концептуальные основы ИМК, (2) брендкапитал и поведение потребителей, (3) модели оценки и показатели рентабельности инвестиций (ROI), (4) интеграция цифровых и социальных медиа, а также (5) ИМК в условиях глобальных и развивающихся рынков. Установлено, что за последние три десятилетия произошло заметное смещение фокуса от теоретических дискуссий к прикладным и эмпирическим исследованиям, с особым акцентом на цифровую трансформацию. Будущие исследования целесообразно направить на разработку унифицированного индекса эффективности, изучение долгосрочного воздействия интегрированных коммуникаций и их адаптацию к цифровым и кросс-культурным условиям.

RETRACTED ARTICLE

In the context of digital transformation and media polarization, companies are increasingly resorting to integrated marketing communications (hereinafter – IMC) in order to ensure brand consistency and improve the effectiveness of communication strategies. This scientific study aims to conduct a bibliometric analysis of scientific literature on evaluating the effectiveness of IMC, in order to identify key theoretical and methodological approaches, dominant thematic areas, and the evolution of metrics from 1991 to 2021. The study utilizes bibliometric analysis with the Bibliometrix tool in the R environment and a sample of 320 publications from the Scopus database as its source base. The empirical basis for this research is an array of 30 peer-reviewed articles on BMI assessment and measurement selected from the same database, covering a period from 1. The research includes an analysis of the ratios of keywords, co-citation mapping and analysis of publication dynamics in order to identify thematic clusters, leading researchers and the intellectual structure of scientific fields. The results allowed us to identify five main research areas: (1) conceptual foundations of BMI; (2) brand capital and consumer behaviour; (3) valuation models and ROI indicators; (4) integration of digital media; and (5) BMI in the global and emerging market. It was found that over the last three decades there has been a shift from theoretical discussion to applied research, with particular focus on digital transformation. Future research should focus on developing an efficiency index, examining the long-term effects of integrated communication and its adaptation to digital and crosscultural environments.

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The authors declare that there are no conflicts of interest present.