Investigating the Impact of Integrated Marketing Communications on Customer Purchasing Behavior with the Moderating Role of Ethical Marketing in Branches of Bank Saderat in Birjand County
Keywords:
Integrated Marketing Communications , Customer Purchasing Behavior , Ethical MarketingAbstract
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).
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