Examining the relationship of marketing communication and its effect on purchasing behavior using Dimtel technique

Background and The When there is fear of investing and buying, traditional marketing and sales methods will definitely not meet the needs of our society and company. In this situation, how should we proceed with the sales process, whether only the presence of a quality product or a durable structure will lead to purchase, are questions that are always there for mass producers and sales and marketing teams, They seek to know what are the factors affecting unit sales, how they interact, how they are prioritized and improved.
The statistical population included experts and experts knowledgeable about modern marketing communications. The sample size was considered with theoretical saturation (17 people). Purposive sampling was used to select the sample. The data collection tool was interview.
Ethical considerations: In order to organize this research, while observing the authenticity of the texts, honesty and fidelity have been observed.
The results of the Delphi technique showed that 12 variables are related to new marketing communications, which are: Social media marketing, modern marketing communication, emotional attachment to the brand, customer interaction, communication satisfaction, brand attitude, brand credibility, word-of-mouth communication, audience trust, communication commitment, purchase behavior and loyalty.
The obtained results showed that the criterion of interaction with the customer has the most influence and the criterion of communication satisfaction has a very high level of influence. Also, the results indicate that the criterion of communication satisfaction has the most interaction with other criteria studied.