Media habits and integrated marketing communications; The relationship of media consumption culture and attracting of surgery centers. (English)

عادات رسان های و ارتباطات یکپارچه بازاریابی؛ رابطه فرهنگ مصرفی رسانه و جذب مخاطبا ن)مطالع های در مراکز جراحی خاص) (Persian)

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. In today's world, the media plays an irreplaceable role in shaping and guiding public opinion. Influenced by the media, the people try to give to the world around them and shape this meaning in the meaning of their attitude, value and behavior. 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. Appearance is an important part of a person's identity and in social situations it is immediately evident when dealing with people. A desirable appearance improves a person's perception of himself and gives him self-confidence, and because of this perception, communication and social activities are created at a more acceptable level. Cultural changes in many societies, as well as increasing people's concern about their appearance, lead to cosmetic surgery. 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. [ABSTRACT FROM AUTHOR]

Copyright of Sociology of Culture & Art is the property of University of Kurdistan and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)