The level of competition in the modern business sector has made it necessary for businesses to develop creative and efficient ways of reaching out to their consumers. Integrated marketing communication ensures that a business combines aspects of product promotion and consumer relations, among other aspects of marketing, to ensure that it conveys a consumer-centric message to its audience (Mangold & Faulds, 2009). Marketing plays a critical role in ensuring that consumers prefer products from one producer and not the others, which explains the critical nature of effective marketing. After all, the business should also be keen to ensure that it achieves the intended marketing objective using the minimal resources possible to that effect. Integrated marketing communication has had a significant impact on the success of Wal-Mart primarily due to the company’s use of social media and internet presence, in addition to low pricing, as its primary way of appealing to its audience. Internet-based social media platforms are a revolutionary tool………………..