Analyzing the Effect of Internet Advertising on Iran’s Industrial Market, Using Fuzzy Dematel Method and a Systemic Approach

Subject Areas : Jounal of Marketing Management

R. Radfar ¹ ( عضو هیات علمی، دانشکده مدیریت و اقتصاد، واحد علوم و تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران )
A. Shahabi ² ( دانشجوی دکتری مدیریت تکنولوژی، واحد علوم و تحقیقات، تهران، ایران )

Received: 2015-10-01 Accepted : 2015-10-01 Published : 2015-09-23

Keywords: Advertisement, internet advertisement, industrial market, System Dynamics Modeling appro, Fuzzy Dematel Technique,

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 Fuzzy Dematel Techniques were used to determine the effect of variables. According to results, there was a strong bilateral relationship between internet advertising and the development of the industrial market that this process can be strengthened over time as a dynamic cycle. Also industrial market development, development of online website advertising, and participation of users, has the greatest influence. Finally, a dynamic model was provided using systems dynamics modeling approach and drawings of Casual Loop Diagram(CLD) to better understand this dynamics relationship.