An Integrated Marketing Communications Model to Encourage Consumers Toward Online and Offline Purchases of Iranian Products
Keywords:
Integrated marketing communications, consumer persuasion, offline and online shopping, Iranian productsAbstract
Objective: The objective of this study was to design and test an integrated marketing communications model to encourage consumers toward purchasing Iranian products in both online and offline contexts.
Methods and Materials: This study was fundamental in purpose and applied a mixed-methods approach. In the qualitative phase, data were collected through in-depth interviews with 17 faculty members and advertising managers, as well as the analysis of 31 online narratives. Narrative analysis with thematic coding in three stages was employed. In the quantitative phase, the statistical population consisted of consumers of Iranian products, with a convenience sample of 400 respondents selected. Data were collected through questionnaires, and structural equation modeling was conducted using SmartPLS.
Findings: The qualitative findings revealed 12 organizing themes and 129 basic themes within integrated marketing communications. Quantitative results demonstrated that outbound marketing, event marketing, mobile marketing, social media marketing, influencer marketing, sales promotion, direct marketing, public relations, interactive marketing, online advertising, and referral marketing significantly influenced consumer persuasion to purchase Iranian products. Conversely, inbound marketing and personal selling did not exhibit significant effects.
Conclusion: The study concludes that strategically employing diverse dimensions of integrated marketing communications can effectively enhance consumer persuasion to purchase Iranian products in both online and offline markets. Businesses and marketers should therefore focus on dimensions with proven significant impacts to strengthen brand perception, foster continuous engagement, and increase consumer inclination toward domestic goods.
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Copyright (c) 2025 Elaheh Tahmoorsi, Esmaeil Hasanpour Ghoroghchi, Vahid Makizadeh (Author)
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