Designing and Explaining the Impact Pattern of Online Advertising on Actual Purchasing (Case Study: Atieh Saba Holding)
Subject Areas : Business StrategyRoohalah Negahdari Nia 1 , Ali Pirzad 2 , Seyyed Najm- Al-Din Mousavi 3
1 - Department of Business Management, Yasuj Branch, Islamic Azad University, Yasuj, Iran
2 - Department of Management, Yasuj Branch,
Islamic Azad University, Yasuj, Iran
3 - Department of Business Management, Lorestan University, Khorramabad, Iran
Keywords: Actual Purchasing, Online Advertising, Advertising,
Abstract :
The purpose of this study is to design and explain the impact pattern of online advertising on actual purchasing (Case Study: Atieh Saba Holding). The study is qualitative based on the objective and data collection process. The population of the study were all marketing and sales experts at Atieh Saba Holding, and among these experts, 10 were selected as the sample. In this study, data were collected through interview. The study is applied as it investigates the impact of online advertising on actual purchasing. After analyzing the open and structured interviews, the similar and related concepts were grouped into one category through comparative process and open coding, axial coding, and selective coding were employed to analyze the responses. The results of experts' responses showed that indicators such as print media and television advertising, social media, search engine advertising, banner ads, advertising websites, online text ads, advertising panels, online video ads, mobile ads, email ads, and online video ads have an impact on actual purchasing.
Aghekyan-Simonian, M., Forsythe, S., Kwon, W.S., Chattaraman, V. (2012). The role of product brand image and online store image on perceived risks and online purchase intentions for apparel, Journal of Retailing and Consumer Services 19, 325–331.
Butler, P. and Peppard, J. (2000), “Consumer purchasing on the internet: processes and prospects”, European Management Journal, Vol. 16 No. 5, pp. 60-10.
Interactive Advertising Bureau (IAB). (2004). Glossary of Interactive Advertising Terms v.2.0, http://www.iab.net.
Ismail Pour, Majid., Qariheh, Mahboobeh. (2012). "Investigating the factors of Internet advertising affective in customer shopping behavior in mobile products". Journal of Market Engineering Development, 29, p. 44.
Jalali Farahani, Majid., Zakerian, Alireza., Razaqi, Mohammad Ibrahim. (2014). "Investigating web marketing (customer relationship management) of Iranian football clubs". Tehran, the first national marketing conference. Sports, p. 246.
Jin Lim, Yi. Abdullah Osman, Shahrul Nizam Salahuddin, Abdul Rahim Romle, Safizal Abdullah. (2016). Factors Influencing Online Shopping Behavior: The Mediating Role of Purchase Intention. Sciencedirect - Elsevier - Procedia Economics and Finance 35 (2016) 401 – 410.
Kameya, Alison, & Zmija, Katherine. (2002). what makes online advertising effective? Michigan State University.
Kotler, Philip, & Armstrong, Gary. (1999). Principles of marketing, Prentice hall, 7thed.
Peter, P. & Olson, J., (2007), Consumer Behaviour and Marketing Strategy, 8th Edition, Mcgraw-hill/Irwin.
Ravikumar, V, &Tiwari, K. (2015)."A study on the Impact of Online Advertisements on Buying Decision of Customers of Passenger Car Industry". Global Illuminators, 1, 128-139.
Roosta, Ahmad., Abolfazli, Seyed Abolfazl., Qorbani, Hassan (2009). Investigating the moderating role of distrust in avoiding Internet advertising. Journal of Information Technology Management. 1(2), 51-66.
Roshandel Arbatani, Taher., Mahmoudzadeh, Ahad. (2017). Designing a social media advertising model to influence customer desire. Quarterly Journal of Business Management, 9 (4), 736-786.
Saeedi, N., Nowruz Nejad, Ali., Zadanbed, S. (2012). Measuring and prioritizing the Internet marketing dimensions of the Iran Carpet Industry. Journal of New Economics and Commerce, 7 (25 - 26): 169-185.
Stephen, Andrew. (2016). The role of digital and social media marketing in consumer behavior. Sciencedirect - Elsevier - Current Opinion in Psychology 2016, 10:17–21.
Tan, G. W. H., Lee, V. H., Hew, J. J., Ooi, K. B., & Wong, L. W. (2018). The interactive mobile social media advertising: An imminent approach to advertise tourism products and services? Telematics and Informatics.