Integrated Marketing Communication (IMC) is a highly interactive process between an organisation and its stakeholders, including employees, customers, and so on. Due to rapidly customers' changing behavior, technological advance and media environment, organisation not only take an IMC approach as a must, but also apply it effectively in response for customer initiated communication (Belch, Belch, Kerr and Powell, 2012; Clow and Baack, 2013). Organisations should consider the benefits of utilizing customer touch points that impact the organisation’s brand and brand equity, either positively or negatively (Belch et al., 2012.)