نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری، گروه مدیریت بازرگانی، واحد قشم، دانشگاه آزاد اسلامی، قشم، ایران.
2 استادیار، گروه مدیریت بازرگانی، واحد قشم، دانشگاه آزاد اسلامی، قشم، ایران.
3 استادیار گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه هرمزگان، بندرعباس، ایران.
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Objective: The present research was conducted with the aim of identifying the dimensions of integrated marketing communications to encourage consumers to buy Iranian products through the analysis of offline and online narratives. The approach of this research is qualitative.
Research Method: its statistical population consists of narratives of the offline space, i.e. interviews with academic staff members and managers of the country's advertising companies, and narratives of the online space. According to theoretical saturation, in-depth interviews were conducted with 17 people in the section of offline space narratives. Also, in the section of online narratives, out of 46 narratives, 31 narratives were selected for analysis. The analysis method of the current research was narrative analysis with the help of theme analysis, which were manually coded using the three-stage open, central and selective coding method and were shown in the themes network.
Findings: The results showed 12 organizing themes and 129 basic themes. The identified dimensions include inbound marketing, event marketing, mobile marketing, social network marketing, sales promotion, direct marketing, personal selling, interactive marketing, online advertising and referral marketing, which were included under the overarching themes of integrated marketing communications and consumer persuasion. and were shown in the theme network.
Discussion and Conclusion: If marketing managers intend to encourage Iranian consumers to buy domestic products, they can use any of the offline and online tools of integrated marketing communication, independently or in combination based on application.
کلیدواژهها [English]