Analyzing the effect of internet advertising on Iran’s industrial market, using a systemic approach and Fuzzy DEMATEL method
Subject Areas : Jounal of Marketing Management
1 - مسول توسعه و تبلیغات بانک قرض الحسنه رسالت-استان تهران
2 - مدیرگروه مدیریت تکنولوژی دانشگاه علوم و تحقیقات
Keywords: industrial market, System Dynamics Modeling approach, internet advertisement, Advertisement, Fuzzy DEMATEL,
Abstract :
Nowadays, advertising has become an inseparable part of human life. Considering the principal that says ‘as long as there is a need the advertising exists’, an industrial and civilized, or in other words, today’s society, cannot sustain without advertising goods and services. In order to recognize the affecting variables In the area of internet advertising on industrial market, and to understand its relating dynamisms, Delphi method and literature of the subject is used, and a primary model using System Dynamics Modeling approach and drawings of Casual Loop Diagram were suggested, which illustrate variables and dynamisms in this field. To study the effect of variables and obtaining the final model, fuzzy DEMATEL technic is used. Based on the proposed model, Industrial market development, website development, online advertising, profits and user engagement, has the greatest influence.The results show a strong mutual relationship between advertisement and the level of industrial market development, and this procedure can improve in a dynamic cycle through the time.
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