The role of integrated marketing communications (IMC) in consumer buying behavior in sports books in Iran

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Izadparast L.; ESMAEILI M.R.; MANOUCHEHRI J.

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Journal: APPLIED RESEARCH OF SPORT MANAGEMENT Year:2019 | Volume:7 | Issue:4 (28) Page(s): 11-20

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Title

The role of integrated marketing communications (IMC) in consumer buying behavior in sports books in Iran

Author(s)

Izadparast L. | ESMAEILI M.R. | MANOUCHEHRI J. | Issue Writer Certificate

Keywords

Integrated marketing communicationsQ1

Consumer shopping behaviorQ1

Sports booksQ2

Abstract

The purpose of the study was to investigate the role of integrated marketing communication (IMC) in Consumer shopping behavior in Sports books in Iran. The present research is a descriptive correlation study that was conducted field experiment. The statistical population consisted of all publishers, sellers and buyers of Sports books. Due to its unlimited number, 456 randomly selected quarters were selected as sample. The research tool was Duncan's Integrated marketing communications questionnaire (2005) and consumer behavior (2006). The face and content validity of the questionnaires were confirmed by 7 sports management professors and confirmatory factor analysis was used to evaluate the construct validity. Cranbach's alpha test was used to calculate the instrumental reliability coefficient on a 30-member sample (> 0. 7). In order to analyze the data, descriptive and inferential statistical methods were used. In the descriptive statistics section, the frequency distribution, percentages, mean, standard deviation, and inferential statistics were used from statistical methods of Kolmogorov-Smirnov test, Pearson correlation, regression and structural equations. The findings showed that among all the components of integrated marketing communication including advertising, promotion, public relations, personal sales and direct marketing with consumer behavior and its components including personal characteristics, psychological characteristics, cultural attributes, and attributes There is a positive and significant relationship between social status (p = 0. 01). Also, the results of structural equation model show the impact of Integrated marketing communications and its components on consumer behavior and fit the model using conventional methods. According to the findings, it seems that using Integrated marketing communications can influence consumer behavior of Sports books and better results in marketing goals.

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APA: Copy

Izadparast, L., ESMAEILI, M.R., & MANOUCHEHRI, J.. (2019). The role of integrated marketing communications (IMC) in consumer buying behavior in sports books in Iran. APPLIED RESEARCH OF SPORT MANAGEMENT, 7(4 (28) ), 11-20. SID. https://sid.ir/paper/243413/en

Vancouver: Copy

Izadparast L., ESMAEILI M.R., MANOUCHEHRI J.. The role of integrated marketing communications (IMC) in consumer buying behavior in sports books in Iran. APPLIED RESEARCH OF SPORT MANAGEMENT[Internet]. 2019;7(4 (28) ):11-20. Available from: https://sid.ir/paper/243413/en

IEEE: Copy

L. Izadparast, M.R. ESMAEILI, and J. MANOUCHEHRI, “The role of integrated marketing communications (IMC) in consumer buying behavior in sports books in Iran,” APPLIED RESEARCH OF SPORT MANAGEMENT, vol. 7, no. 4 (28) , pp. 11–20, 2019, [Online]. Available: https://sid.ir/paper/243413/en

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