Media habits and integrated marketing communications: The relationship of media consumption culture and attractiveness of surgery centers

Document Type : Original Article

Authors

1 Master's student in Business Administration Department of Business Management, Faculty of Humanities and Social Sciences, University of Kurdistan, Sanandaj, Iran

2 Associate Professor, Department of Business Management, Faculty of Humanities and Social Sciences, University of Kurdistan, Sanandaj, Iran

10.22034/scart.2023.138948.1300

Abstract

The purpose of this study is to investigate media habits and integrated marketing communications; The culture of media consumption in the audience of special surgery centers in the cities of Sanandaj and Hamadan. The culture of consuming large media includes people's daily life and the differences in this field are individual, situational and structural characteristics derived from the type of society or its social situation. On the other hand, beauty has existed in human nature since the past. The increasing desire to look younger and the better results of these treatments have caused the global appeal of skin and hair beauty services. With the advancement of digital technology, the business of skin and hair beauty services has also become popular. This research is applied in terms of purpose and descriptive in terms of method because the results of this research can enable active researchers in this field to use the given materials in the framework of their research projects. Also, the current research is descriptive-survey in terms of implementation.
The current research is a case study from the point of view of data collection. Survey method has also been used in this research. According to the structure of the problem, the Analytical Hierarchy Process (AHP) method was used. After identifying effective media habits with the help of a questionnaire, it was modeled and priorities were determined. The final weight of each IMC strategy was determined and these strategies were ranked.

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