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

Subject Areas : Journal of Investment Knowledge

shahram bandpey ¹ , niloufar imankhan ² , Mohammadbagher Gorji ³ , amir akhavanfar ⁴

1 - Department of Management, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, Iran.
2 - Department of Management, Firoozkooh Branch, Islamic Azad University, Firoozkooh, Iran.
3 - Department of Management, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, Iran.
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.

References:

• پارسافرد، محمدرضا. (1389)، "تحقیق بررسی رابطه بین اجرای ارتباطات بازاریابی یکپارچه و عملکرد بازار، مورد مطالعه؛ بانک ملت».(کارشناسی ارشد). دانشکده مدیریت. دانشگاه تهران


• روستا، احمد، آقایی، محمد، (1385). "طراحی مدل موثر ارتباطات بازاریابی یکپارچه"کنفرانس مدیریت بازاریابی. تهران ،


• ستوده، فیروزه؛ محمدی،علی؛ مصلح شیرازی، علی نقی؛ رعنایی کردشولی، حبیب اله(1398 ). تاثیر سناریوهای محیطی بر عملکرد سیستم پویای بازاریابی، مطالعه کارگزاری های بورس و اوراق بهادار استان فارس، فصلنامه انجمن علوم مدیریت ایران، سال چهاردهم، شماره53 ،بهار.1398.


• شفیعی،م ؛کتابی،س ؛اردکانی،م.ش (1391). " انتخاب بهینه ابزارهای ارتباطات بازاریابی یکپارچه با رویکرد تحلیل سلسله مراتبی فازی "، مجله تحقیق در عملیات و کاربردهای آن،سال نهم،شماره 3، ص 13 -26.


• سالامون، م. (1389" ) "بازاریابی، افراد واقعی، انتخاب واقعی"، ونوس، د. و کرمی، م. مهربان نشر.


• صادقی شریف ،سید چلال ،علیپور، مهرداد عروجی، مرجان (1395) ." آمیخته بازاریابی مالی  در بورس اوراق بهادار تهران" فصلنامه علمی دانشگاه یزد،  دوره 8، شماره 16، ، ص 233-283


• فلامرزیان مینا؛ احمدزاده، موسی و رحیمی، محمد (1397). بررسی تاثیر بازاریابی خدمات مالی بر اثربخشی خدمات نوین بانکداری الکترونیک و جذب و حفظ مشتریان )مطالعه موردی: شعب بانک مسکن استان هرمزگان(. سومین کنفرانس بین المللی مدیریت، حسابداری و حسابرسی پویا.


• قالیباف اصل، حسن، (1399)، اطلاعات ، https://www.ettelaat.com/mobile/?cat=84


• گودرزی، م. و اسماعیلی، ن (1390 ) . "رتبه‌بندی ابزارهای روابط عمومی بر مبنای مدل AIDA در بخش تولیدی صنعت ورزش با روش AHP ،"پژوهش‌های مدیریت ورزشی و علوم حرکتی، تابستان 90


• نیلی، شاهچرا و طاهری(1394). بررسی تعیین خلق نقدینگی و نقش واسطه گری بانکها در ایران، فصلنامه روند، شماره70 ،تابستان94

 

• Bandpey Shahram. Imankhan Niloufar, Gorji Mohammadbagher, Akhavanfar Amir (2020), “Design of an IMC Model for Financial Services“,nternational Journal of Finance and Managerial Accounting, Vol.6, No.21, Spring 2021,Pages 93-109


• Jankovic, marija(2012), Integrated Marketing Confimunications and Brand Identity Development, Journal for Theory and Practice, 63.


• Key, T. M., & Czaplewski, A. J. (2017). Upstream social marketing strategy: An integrated marketing communications approach. Business Horizons, 60(3), 325-333.


• Kliatchko, J. G., & Schultz, D. E. (2014). Twenty years of IMC: A study of CEO and CMO perspectives in the Asia-Pacific region. International Journal of Advertising, 33(2), 373-390.


• Kotler, P. (2006), “Marketing Management“, 11th, Prentice Hall. Moving Beyond Marketing In New Ventures, International Journal of Entrepreneurship.31 (3), 123-136.


• Keller, K.L. (2001), Mastering the Marketing Communications Mix: Micro and Macro Perspectives on Integrated Marketing Communication Programs in “Journal of Marketing Management”, 17 (September), pp. 819‑847


• Keikha, A., nouridelavar, M., keikha, H. (2019). The Effect of Integrated Marketing Communication (IMC) on Customer Relationship Management in Private Banks in Zahedan City. Management Researches, 12(46), 279-304. Doi: 22111/jmr.2020.29703.4535, (in Persian).


• Kattiyapornpong, U., & Yu, X. (2019). Determinants of the effectiveness of integrated marketing communications (IMC): Insights from volunteer tourism organizations. Journal of Tourism Quarterly, 1(1), 14-30.


• Krcmar, , A., Schreieck, M., Wiesche, M., Böhm, M., & H. Hein (2019). The emergence of native multi-sided platforms and their influence on incumbents. Electronic Markets, 29(4), 631-647.


• Mihart, Camelia, (2012). Modelling the influence of integrated marketing communication on consumer behaviour: an approach based on hierarchy of effect concept Social and Behavioral Sciences 62 . p, 975 – 980.


• Maharashtra (2019),” Traditional model of marketing communications and integrated marketing communications: comparative” ITM International Conference and Summit on Techno Management Trends, Mumbai, India


• Nikadimovs(2019), “IMPLEMENTATION OF INTEGRATED MARKETING COMMUNICATIONS, SOCIETY. INTEGRATION“, EDUCATION,Proceedings of the International Scientific Conference. Volume VI, May 24th -25th, 2019. 441-453


• Porcu, L., Del Barrio-Garcia, S., Alcántara-Pilar, J. M., & Crespo-Almendros, E. (2019). Analyzing the influence of firm-wide integrated marketing communication on market performance in the hospitality industry. International Journal of Hospitality Management, 80, 13-24.


• Lemon, K. N. (2016). Introduction to the special issue mapping the boundaries of marketing: What needs to be known? Journal of Marketing, 80 (6): 1–5.


• Laurie, S., & Mortimer, K. (2019). How to achieve true integration: the impact of integrated marketing communication on the client/agency relationship. Journal of Marketing Management, 35(3-4), 231-252.


• Santa,Bormane & Daina,Šķiltere. (2018) “CONCEPTUAL MODEL IN INTEGRATED MARKETING COMMUNICATION”,Proceedings of the International Scientific Conference. Volume VI, May 25th -26th,. 478-493


• Šerić, M., & Gil-Saura, I. (2012). ICT, IMC, and brand equity in high-quality hotels of Dalmatia: An analysis from guest perceptions. Journal of Hospitality Marketing & Management, 21(8), 821-851.


• Thorson, E., & Moore, J. (Eds.). (2013). Integrated communication: Synergy of persuasive Psychology Press, 1-396.


• vanwoo, W. CH., An, S.-K. & Cho, S. H. (2008). “Sport PR in message borads on major League Baseball website”, Public Relations Review, 34 (2), pp. 169-175.


• Zwerin, A., Clarke, T. B., & Clarke III, I. (2020). Traditional and Emerging Integrated Marketing Communication Touchpoints Used in Effie Award-Winning Promotional Campaigns. Journal of Promotion Management, 26(2), 163-185.