Providing a model of integrated marketing communications based on consumption policies

Subject Areas :

Ali Mollaahmadi ^{1 *} , Ismail hasanpour qorqchi ² , Vahidreza Mirabi ³

1 -
2 - Assistant Professor, Department of Business Administration, Faculty of Management, Qeshm Branch, Islamic Azad University
3 - Department of Business Management , Central Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2024-12-04 Accepted : 2025-05-10 Published : 2025-05-05

Keywords: integrated marketing communications, consumption policies, culture, brand value, development and empowerment,

Abstract :

The expansion of organizations has caused disharmony among units such as public relations, marketing and market development, and competitive organizations must use integrated marketing communications as the most effective investment methods to create and maintain long-term relationships with their current and potential customers. Ensure that in this regard, this research aims to design a model for integrated marketing communications for consumption policies in two qualitative and quantitative stages. In the qualitative section, semi-structured interviews and database theory were used to collect data. The statistical population of the qualitative section was 16 marketing professors and experts of cultural and artistic products who were selected purposefully. After the theoretical saturation in the interview, the data were analyzed, implemented and coded. The statistical population in the quantitative section was all the customers of cultural and artistic products, who were selected based on Morgan's table in the number of 384 people and based on the available random sampling method. The tool for collecting information was a researcher-made questionnaire as a result of the first stage. The data collection obtained after the continuous process of open, central and selective coding in the form of 106 open codes, 60 concepts, 15 categories and 6 classes based on a systematic approach (intervening conditions, causal conditions, central conditions, consequences, strategies). and textual conditions) finally, in the Smart Pls software, the consistency of the obtained model was ensured and all significant relationships were found.

 

References:

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