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

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 correlational research. The statistical population included all publishers, sellers and buyers of sports books. 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. Subjects showed that among all the components of integrated marketing communication including advertising, sales 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, so this approach is recommended to marketers of sports books. .