الگوی ارتباطات یکپارچه بازاریابی به‌منظور ترغیب مصرف کننده به خریدهای آنلاین و آفلاین محصولات ایرانی

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Dao, T. C., Liao, Y. K., Chen, G., Luu, T. M. N., & Le, T. M. (2025). The Influence of B2B Social Media Marketing and Relationship Marketing on Customer Relationship Management Effectiveness, WOM and Loyalty: A Mediator Analysis. International Review of Management and Marketing, 15(1), 71-81. https://doi.org/10.32479/irmm.17340

Finne, A., & Grönroos, C. (2017). Communication-in-use: customer-integrated marketing communication. European Journal of Marketing, 51(3), 445-463. https://doi.org/10.1108/EJM-08-2015-0553

Gordon-Isasi, J., Narvaiza, L., & José Gibaja, J. (2020). Revisiting integrated marketing communication (IMC): a scale to assess IMC in higher education (HE). Journal of Marketing for Higher Education, 31(1), 1-33. https://doi.org/10.1080/08841241.2020.1758283

Hamdani, Y., & Prihantoro, E. (2020). Effect of Integrated Marketing Communication on Brand Equity (Case Study of Toyota Calya Cars In Pt. Hasjrat Abadi Gorontalo Branch). International Journal of Scientific Research in Science and Technology, 7(4), 96-103. https://doi.org/10.32628/IJSRST1207426

Hewett, K., & Lemon, L. L. (2019). A process view of the role of integrated marketing communications during brand crises. Qualitative Market Research: An International Journal, 22(3), 497-524. https://doi.org/10.1108/QMR-10-2016-0097

Jarosławska-Sobór, S., & Dulewski, M. (2019). Utilization of Integrated Marketing Communication for The Introduction of a New Brand to the Market. Case Study of "Eko Patrol" of The Central Mining Institute. Marketing of Scientific and Research Organizations, 30(4), 57-74. https://bibliotekanauki.pl/articles/1342470.pdf

JiaYing, L. (2024). Branding in Digital Transformation: Optimizing Multichannel Marketing Strategies With Big Data and Consumer Behavioral Analytics. Kuey. https://doi.org/10.53555/kuey.v30i6.3412

Muhammed, F. C. (2024). Digital Marketing and Customer Experience Strategy: Leveraging Digital Channels for Marketing and Customer Engagement. In Trends, Challenges, and Practices in Contemporary Strategic Management (pp. 149-167). https://doi.org/10.4018/979-8-3693-1155-4.ch008

Oana, D. (2018). Integrated Marketing Communication and Its Impact on Consumer Behavior. Studies in Business and Economics, 13(2), 92-102. https://doi.org/10.2478/sbe-2018-0022

Payne, E. M., Peltier, J. W., & Barger, V. A. (2017). Omni-channel marketing, integrated marketing communications and consumer engagement: A research agenda. Journal of Research in Interactive Marketing, 11(2), 185-197. https://doi.org/10.1108/JRIM-08-2016-0091

Pisicchio, A. C., & Toaldo, A. M. M. (2020). Integrated marketing communication in hospitality SMEs: analyzing the antecedent role of innovation orientation and the effect on market performance. Journal of Marketing Communications, 27(1), 1-20. https://doi.org/10.1080/13527266.2020.1759121

Porcu, L., Barrio-García, S. D., 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. https://doi.org/10.1016/j.ijhm.2019.01.008

Rajan, D., & Josephine, V. H. (2024). Data Mining Techniques to Enhance Customer Segmentation and Targeted Marketing Strategies. 2024 15th International Conference on Computing Communication and Networking Technologies,

Rastogi, T., Agarwal, B., & Gopal, G. (2024). Exploring the nexus between sustainable marketing and customer loyalty with the mediating role of brand image. Journal of Cleaner Production, 14(1), 108-119. https://doi.org/10.1016/j.jclepro.2024.140808

Rehman, S. U., Gulzar, R., & Aslam, W. (2022). Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach. Sage Journal, 24, 1-23. https://doi.org/10.1177/21582440221099936

Sahaf, M., & Fazili, A. (2024). Does Customer-Based Destination Brand Equity Help Customers Forgive Firm Service Failure in a Tourist Ecosystem? An Investigation through Explanatory Sequential Mixed-Method Design. Journal of Destination Marketing & Management, 31. https://doi.org/10.1016/j.jdmm.2024.100866

Said, R., & Redouane, E. (2022). The Extent of Using E-Integrated Marketing Communication and its Effect on Algerian Tourism: Case Study on Algerian Tourism Agencies. Finance and Business Economics Review, 6(1), 351-369. https://doi.org/10.58205/fber.v6i1.1581

Santoso, F. (2024). Analysis of the Influence of Multichannel Marketing Strategy in the 5.0 Era: Integrating Online and Offline for Optimal Results. Journal of Business Management and Economic Development, 2(02), 979-997. https://doi.org/10.59653/jbmed.v2i02.843

Saoula, O., Abid, M. F., Ahmad, M. J., Shamim, A., Patwary, A. K., & Yusr, M. M. (2024). Forging customer satisfaction through commitment-trust factors in financial insurance services: moderating role of corporate image. Journal of Islamic Marketing, 15(2SP - 418), 445. https://doi.org/10.1108/JIMA-08-2021-0257

Shah, S. A., Shoukat, M. H., Ahmad, M. S., & Khan, B. (2024). Role of social media technologies and customer relationship management capabilities 2.0 in creating customer loyalty and university reputation. Journal of Marketing for Higher Education, 34(1), 344-367. https://doi.org/10.1080/08841241.2021.1991072

Swapna Datta Khan, M. B. M. A. R. M. (2024). Significant Role of Digital Marketing Strategies in Driving Business Growth, Success and Customer Experience. Jier, 4(2). https://doi.org/10.52783/jier.v4i2.837

Tafesse, W., & Kitchen, P. J. (2017). IMC-an Integrative Review. International Journal of Advertising, 36(2), 210-226. https://doi.org/10.1080/02650487.2015.1114168

Tang, S., Musunuru, S., Zong, B., & Thornton, B. (2024). Quantifying Marketing Performance at Channel-Partner Level by Using Marketing Mix Modeling (MMM) and Shapley Value Regression. arXiv preprint. arXiv:2401.05653

Zhang, J. (2024). Exploring the Transformative Role of Machine Learning in Predictive Marketing: Enhancing Customer Targeting and Addressing Privacy Challenges