بررسی تأثیر ارتباطات یکپارچه بازاریابی بر رفتار خرید مشتریان با نقش تعدیل‌گر بازاریابی اخلاقی در شعب بانک صادرات شهرستان بیرجند

مهدی محمودزاده واشان; محمود رضا  یوسفی

doi:10.61838/kman.jpdot.2.1.5

Authors

Mehdi Mahmodzadeh Vashan Department of Management, Bi.C., Islamic Azad University, Birjand, Iran. Author https://orcid.org/0009-0009-7535-6339
Mahmoud Reza Yousefi Department of Management, Bi.C., Islamic Azad University, Birjand, Iran. Author https://orcid.org/0009-0003-8910-3726

DOI:

https://doi.org/10.61838/kman.jpdot.2.1.5

Keywords:

Integrated Marketing Communications , Customer Purchasing Behavior , Ethical Marketing

Abstract

The selection of communication marketing tactics can influence consumer behavior. Therefore, the purpose of this study is to examine the impact of integrated marketing communications on customer purchasing behavior, considering the moderating role of ethical marketing. The statistical population of the study consists of all employees and customers of Bank Saderat branches in Birjand County, with the number of employees being 125 and the number of customers considered unlimited. Based on Morgan’s Table, the sample size was estimated at 97 employees and 388 customers (four customers per employee), and the questionnaire was distributed among them using a stratified sampling method. This study is descriptive in nature and causal in method, and from the perspective of purpose, it is applied research. To collect data, three standardized questionnaires were used: the Integrated Marketing Communications Questionnaire by Lee and Park (2007), the Purchasing Behavior Questionnaire by Hoseini Herandeh (2012), and the Ethical Marketing Questionnaire by Safari et al. (2017). The validity of the questionnaires, given their standardized nature, was confirmed by the academic supervisor. The reliability coefficients of the questionnaires in this study were 0.938, 0.860, and 0.905, respectively. Descriptive statistics and structural equation modeling were used to analyze the data with the help of SPSS and Smart PLS software. The results of the study indicated that integrated marketing communications have a significant impact on customer purchasing behavior (path coefficient = 0.491). Moreover, the moderating role of ethical marketing in the relationship between integrated marketing communications and customer purchasing behavior was also confirmed (path coefficient = 0.294).

Downloads

Download data is not yet available.

References

Abromaityte, L. (2007). The influence of motivation factor to marketing ethics in Lithuanian media. SocialResearch, 10(2), 5-12. https://etalpykla.lituanistika.lt/object/LT-LDB-0001:J.04~2007~1367164337794/J.04~2007~1367164337794.pdf

Alhalalmeh, M., Alkhawaldah, R. A., Mohammad, A., Al-Quran, A., Hijjawi, G., & Al-Hawary, S. (2022). Theeffect of selected marketing activities and promotions on the consumers buying behavior. Business:Theory and Practice, 23(1), 79-87. https://doi.org/10.3846/btp.2022.13929

Anthony, B., & Ojo, A. (2015). A Study of the Compliance of Practising Quantity Surveyors with theProfessional Code of Conduct in Nigeria. IOSR Journal of Humanities and Social Science, 20(1), 16-20.https://iosrjournals.org/iosr-jhss/papers/Vol20-issue1/Version-4/D020141620.pdf

Arora, M. (2024). Encapsulating Role of Persuasion and Skill Development in Marketing Communication forBrand Building: A Perspective. In International Handbook of Skill, Education, Learning, and ResearchDevelopment in Tourism and Hospitality. https://doi.org/10.1007/978-981-97-4318-6_25

Das, S. (2021). A systematic study of integrated marketing communication and content managementsystemfor millennial consumers. In Innovations in digital branding and content marketing.https://doi.org/10.4018/978-1-7998-4420-4.ch005

Davidaviciene, V., Raudeliuniene, J., Jonyte-Zemlickiene, A., & Tvaronaviciene, M. (2021). Factorsaffectingcustomer buying behavior in online shopping. Marketing i menedžment innowacji(4), 11-19.https://doi.org/10.21272/mmi.2021.4-01

Egan, J. (2022). Marketing communications.https://books.google.com/books/about/Marketing_Communications.html?id=yV-cEAAAQBAJ

Farahani, A., Ghorbani Qahfarakhi, L., Qasemi, H., & Soleimani, M. (2024). Structural equation modeling offactors affecting the purchasing behavior of customers in online sports clothing stores. SportsManagement Studies, 320. https://smrj.ssrc.ac.ir/article_4493.html

Habibi, M., Kheiri, B., & Aligholi, M. (2023). Presenting an integrated marketing mix model based onindustrial customer behavior (Case study: Behran Oil Company). Consumer Behavior Studies, 10(2), 1-20. https://cbs.uok.ac.ir/article_62624.html

Ihzaturrahma, N., & Kusumawati, N. (2021). Influence of Integrated Marketing Communication to BrandAwareness and Brand Image Toward Purchase Intention of Local Fashion Product. InternationalJournal of Entrepreneurship and Management Practices, 4(15), 23-41.https://doi.org/10.35631/IJEMP.415002

Juska, J. M. (2021). Integrated marketing communication: advertising and promotion in a digital world.Routledge. https://doi.org/10.4324/9780367443382

Motlagh Zadeh, M. (2024). Analyzing customer purchasing behavior using the LSTM deep learning modeland attention mechanism: Improving marketing strategies and customer management in onlinestores. International Conference on Interdisciplinary Studies in Management and Engineering, 9(9),997-1012. https://civilica.com/doc/2037600/

Nikbakhsh, M. (2022). Investigating the impact of social capital on customer purchase intention with themediating role of perceived brand value and branding. Economic Sociology and Development, 11(1),223-242. https://sociology.tabrizu.ac.ir/article_14864.html

Patrianti, T., Dhamayanti, M., Pratiwi, N. I., Seituni, S., & Ginting, R. (2022). Integrated MarketingCommunications Sharia Banking Economy. https://www.atlantis-press.com/proceedings/icsebe-21/125969310

Pramesworo, I. S., Alijoyo, F. A., Judijanto, L., Setianti, Y., & Susanto, H. (2024). Analysis Of The InteractionBetween Marketing Communication Strategies And Economic Factors In Consumer DecisionMaking: Integrating Microeconomic Perspective And Communication Theory. International Journalof Artificial Intelligence Research, 8(1.1). http://ijair.id/index.php/ijair/rt/captureCite/1145/527

Rehman, S. U., Gulzar, R., & Aslam, W. (2022). Developing the integrated marketing communication (IMC)through social media (SM): the modern marketing communication approach. Sage Open, 12(2),21582440221099936. https://doi.org/10.1177/21582440221099936

Rivas, P., & Zhao, L. (2023). Marketing with chatgpt: Navigating the ethical terrain of gpt-based chatbottechnology. Ai, 4(2), 375-384. https://doi.org/10.3390/ai4020019

Schlegelmilch, B. B., & Oberseder, M. (2010). Half a century of marketing ethics shifting perspectives andemerging trends. Journal of Business Ethics, 93(1), 1-19. https://doi.org/10.1007/s10551-009-0182-1

Shabiri, E., Khwaja, M., & Thanavi Fard, R. (2022). Examining the relationships of marketing communicationsand their impact on purchasing behavior using the DEMATEL technique. ScientificQuarterly Journal of Economic Jurisprudence Studies, 4(Special Issue: New Jurisprudential and Legal Essays 2023), 301.https://journal.ihrci.ir/article_168716.html

Swadhi, R., Gayathri, K., Dimri, S., Balakrishnan, A., & Jyothi, P. (2025). Role of Digital Marketing in ShapingTravel Decisions: Consumer Behavior in Tourism. In Intersections of Niche Tourism and Marketing.https://doi.org/10.4018/979-8-3693-8417-6.ch007

Tan, T. M., & Salo, J. (2023). Ethical marketing in the blockchain-based sharing economy: Theoreticalintegration and guiding insights. Journal of Business Ethics, 183(4), 1113-1140.https://doi.org/10.1007/s10551-021-05015-8

Tanveer, M., Ahmad, A. R., Mahmood, H., & Haq, I. U. (2021). Role of ethical marketing in driving consumerbrand relationships and brand loyalty: A sustainable marketing approach. Sustainability, 13(12),6839. https://doi.org/10.3390/su13126839

Taufique, K. M. R. (2022). Integrating environmental values and emotion in green marketingcommunications inducing sustainable consumer behaviour. Journal of MarketingCommunications, 28(3), 272-290. https://doi.org/10.1080/13527266.2020.1866645

Zarei Pour Nasirabadi, E., Behzadi, M., & Ghamari Pour, N. (2025). Investigating the impact of awarenessand perceived value on ethical purchasing behavior with the mediation of ethical purchase intention andattitude towards green marketing. Advertising and Sales Management, 6(1), 152-166.https://asm.pgu.ac.ir/article_722442.html