Design and validation of an integrated marketing communication model in Stock Exchange

Subject Areas : Journal of Investment Knowledge

shahram bandpey ¹ ( Department of Management, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, Iran. )
niloufar imankhan ² ( Department of Management, Firoozkooh Branch, Islamic Azad University, Firoozkooh, Iran. )
Mohammadbagher Gorji ³ ( Department of Management, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, Iran. )
amir akhavanfar ⁴ ( Department of Management, Pyam-e-Noor University, Iran. )

Received: 2020-12-16 Accepted : 2021-02-07 Published : 2024-03-20

Keywords: " Marketing Communication Methods and Tools ", " Tehran Stock Exchange, " Integrated Marketing Communication Model Validation ", Model Fitting ",

Abstract :

Integrated marketing communications means the design, development and implementation of various programs regarding the use of a combination of methods and tools of marketing communications in a coherent way to influence the audience and attract them to the organization and empowers the company. Acquisition and validation of the integrated marketing communication model in Tehran Stock Exchange has been done using a survey method. The statistical population of this study: 386 shareholders of Tehran Stock Exchange were selected using Morgan's table by available sampling method and the necessary information was collected from a questionnaire. To evaluate the fit of the proposed model, the structural equation modeling method with partial least squares approach has been used with Smart PLS software. Partial results and second-order confirmatory factor analysis using second-order confirmatory factor analysis software showed that all observable variables had a factor load higher than 0.70 on their corresponding latent variable and were significant. All variables have been reported above 0.5, which indicates the convergent validity of the model variables and the redundancy coefficient in all variables was positive and approximately 0.35, indicating the appropriate quality of the measurement model and it can be concluded that the model has the ability to predict Has. This means that marketing communication methods and tools have a positive and significant effect on the integration of marketing communications and the integration of marketing communications has a positive and significant effect on the effectiveness of marketing communications.

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