The Effect of Integrated Interactive marketing on the Profitability of Irancell Company

This study aimed to evaluate the impact of integrated interactive marketing(IIM) on the profitability of the Irancell Company. The population of this studyconsisted of all managers and employees at the Irancell Company in Tehran. Asample size of ۲۰۷ individuals was determined according to the Krejcie-Morgan’s sample size table using simple random sampling. Data werecollected by a questionnaire assessed by the Likert scale in this descriptivecorrelation study. The validity of research tool was approved using experts andspecialists’ consensus and a liability of ۰.۸۹۵ was confirmed for thequestionnaire. Data were analyzed using structural equation modeling. Theresults showed that the dimensions of IIM (customer satisfaction, marketingstrategy, brand, and advertising) had a significant impact on the profitabilityof Irancell Co. The ranking results indicate that the variable marketing strategyis ranked the first in terms of affecting the profitability of Irancell Co., andvariables of customer satisfaction, advertising, and brand are ranked as secondto fourth, respectively.

کلیدواژه ها:

Integrated interactive marketing ، Marketing strategy ، Profitability ، Advertising ، Brand