Abstract
The increased usage of social media forced the brands to integrate social media in their marketing communication channel, as it becomes the need of the hour, as it determines overall brand identity, brand image, and company performance in the present marketing competition. This research aimed to track the evolution and advancement of the IMC concept, and how it reformed the way of marketing communications. Moreover, the study highlights the importance of social media, as how it can influence consumer behavior in a substantial way. The study developed a theoretical framework through systematic review in the context that serve to integrate the existing conceptual framework of IMC with social media (SM) that is also called consumer generated media (CGM) and offer implications for understanding the manifestation as a tool of augmentation for marketing practice. The present study reviews and explains the liaison between social media/consumer generated media and IMC through enhanced IMC outcomes in the modern-day marketing communication approach. The findings of the study serve as a springboard for future research and applications in the field of marketing mix, in order to build strong foundations of the brand physically as well as virtually in the mind of customers.