Designing and Explaining the Impact Pattern of Online Advertising on Actual Purchasing (Case Study: Atieh Saba Holding)

Subject Areas : Business Strategy

Roohalah 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

Received: 2019-04-27 Accepted : 2020-05-10 Published : 2020-06-21

Keywords:

References:

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.