Analysis of Integrated Marketing Communication Elements in Driving Consumer Purchase Decisions: A Systematic Literature Review of Nike’s “You Can’t Stop Us” YouTube Advertisement

Violita Maryam; Deden Fitra Anwarudin; Dewi Anggrayni

doi:10.63922/ijebir.v5i04.4428

Violita Maryam Master of Management Study Program, Faculty of Economics and Business, Ibn Khaldun University (UIKA) Bogor, Indonesia
Deden Fitra Anwarudin Master of Management Study Program, Faculty of Economics and Business, Ibn Khaldun University (UIKA) Bogor, Indonesia
Dewi Anggrayni Master of Management Study Program, Faculty of Economics and Business, Ibn Khaldun University (UIKA) Bogor, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i04.4428

Keywords: Integrated Marketing Communication (IMC), Purchase Decision, YouTube Marketing, Emotional Branding, User-Generated Content (UGC), Nike Digital Advertising

Abstract

This study aims to comprehensively analyze the mechanisms through which the elements of Integrated Marketing Communication (IMC) operate within Nike’s global advertising campaign “You Can’t Stop Us” on YouTube and their influence on consumer purchase decisions. The approach employed is a Systematic Literature Review (SLR) that synthesizes fourteen recent scholarly publications (2020–2025) to identify the IMC elements, conversion mechanisms, and the moderating and mediating factors involved. The findings identify five core IMC elements that integrate synergistically: emotional storytelling, brand activism, authentic athlete endorsement, the YouTube platform, and user-generated content (UGC). The integration of these elements is empirically shown to produce measurable impacts, namely a 60% increase in brand trust, a 45% increase in purchase intention, and a 30% increase in website traffic. These effects are strongly mediated by perceived authenticity and brand awareness, and operate through emotional-affective, social-normative, cognitive, and value-based conversion pathways. In local market contexts such as Indonesia, UGC is shown to influence brand attitude significantly more than firm-created content. In conclusion, the orchestration of authentic, emotionally driven, video-based IMC elements supported by consumer communities serves as a catalyst that effectively converts emotional resonance into tangible purchase decisions.

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