The role of the media in designing an integrated communication model in changing the behavior of consumers of cultural and artistic goods and services with the foundation's data approach
Subject Areas : MediaAli Mollaahmadi 1 , vahidreza mirabi 2 , Ismail hasanpour qorqchi 3
1 - Phd student of business managment of Geshm islamic azad university
2 - Associate Professor, Department of Business Administration, Faculty of Management, central tehran Branch, Islamic Azad University
3 - Assistant Professor, Department of Business Administration, Faculty of Management, Qeshm Branch, Islamic Azad University
Keywords: Consumer behavior, integrated marketing communication (IMC), cultural-artistic products,
Abstract :
The expansion of organizations has caused inconsistencies among units such as public relations, marketing, and market development. In such competitive conditions, organizations should use integrated marketing communications as one of the most effective investment methods to ensure the creation and maintenance of long-term relationships with their current and potential customers. In this regard, this research has been conducted to design a model for integrated marketing communications to change consumer behavior in the qualitative stage. In this research, in the qualitative part, semi-structured interviews and database theory were used to collect data. The statistical population of the qualitative section was 16 marketing professors and creative industry experts who were selected purposefully. After the theoretical saturation in the interview, the recorded data were implemented for analysis and the necessary coding was done. The set of data obtained after the continuous process of open, central, and selective coding in the form of 103 available codes, 60 concepts, 15 categories, and 6 classes based on a systematic approach (intervening conditions, causal conditions, central conditions, consequences, strategies, This most influential and contextual conditions) became .
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