Modeling the Paradigm Shift of Integrated Marketing Communications in the Iranian Automotive Industry,

Integrated Marketing Communication (IMC), as one of the topics of interest to researchers, plays an important role in conveying brand messages to potential and existing users in recent years. In integrated marketing communications, by integrating all the basic components of marketing, the process of optimizing the communication of the organization, stakeholders and customers becomes possible; however, the issue of the evolution of the IMC concept has not been investigated in research. The present study explains the transformation model of integrated marketing communications of the automobile industry with a mixed approach (qualitative-quantitative). The statistical population in the qualitative section, Delphi Fazi and ISM were automotive industry experts. MAXQDA and Smart PLS software were used for data analysis. The results of the analysis of the content of the interview showed that the index of integrated media and integrated communication methods are key indicators of the central category of the transformation of the concept of integrated marketing communication. Finally, the results of the structural equations confirmed the mediation of the removal of prescriptive pricing, competitiveness and access to modern technology and integrated content in the relationship between customer cycle management, customer level management and collaboration. Also, the mediating role of increasing the satisfaction of business partners, the relationship between increasing influence and productivity with profitability and performance was significant. According to the findings, it seems that the use of the integrated marketing communications paradigm will influence consumer behavior in the automotive industry and bring better results in advancing marketing goals.