<![CDATA[Purpose: This study aims to analyse the implementation of integrated marketing communication (IMC) for the Aerostreet brand in the context of digital ecosystem-based marketing communication.Methodology: We employs a descriptive qualitative approach. Data were collected through interviews with purposively selected key informants and direct observation of Aerostreet's marketing communication activities. This study involved a total of 4 informants from Aerostreet : the Brand Director, Marketing Team, CBO Secretary, and Social Media Team Manager.Results: The findings indicate that Aerostreet's IMC implementation has evolved into an adaptive and sales-performance-oriented digital ecosystem. The communication strategy is primarily dominated by digital channels, especially TikTok, which functions as a sales conversion hub through live commerce, affiliate marketing, and data-driven advertising, contributing to a 300% increase in monthly sales compared to offline channels. Instagram, meanwhile, plays a more significant role in brand image development. The study also reveals differences in perceptions between short-term performance orientation and long-term brand identity building, as well as between adaptation to digital trends and communication consistency. Although multiple communication channels have been utilised simultaneously, the integration remains operational and has not yet fully unified the brand's messages and meaning.Applications: Based on the research findings, although there is currently a shift in IMC activities towards online platforms, the study suggests that the use of certain offline strategies, such as sales promotion, is still considered effective for engaging consumers with the brand; consequently, it is hoped that the shift towards digital promotion by the Aerostreet brand will not directly undermine these offlinebased IMC approaches. Furthermore, a balance is also required between data-driven approaches to drive conversions and efforts to build sustainable brand equity.]]>
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