Designing an e-advertising model for emerging businesses with a data-based approach and comparing the current and desired situation

Document Type : Original Article

Authors

1 Department of Business Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran.

2 Department of Business Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran

3 Department of Accounting, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran

Abstract

An e-advertising model designing for emerging businesses with a data-based approach and Ccomparison between the current and desired situation is the purpose of this study. This study is applied in terms of purpose and descriptive-survey in terms of data collection method. In the first (qualitative) part for field interviews, the statistical population of the study were experts and experts of online stores in Tehran whom were purposefully selected and snowball for qualitative interviews on the subject of research (15 interviews with 15 people which continued to the point of theoretical saturation).   In the second (quantitative) part, after collecting the information obtained from the qualitative research, a questionnaire was made. This questionnaire (32 items in the form of seven components, personal characteristics of the audience, infrastructure, advertising features, advertising channels, per capita net usage, brand credibility and value creation to the customer) and a seven-item questionnaire comparing the current and desired status, were distributed online among the customers of the Digi Kala online store (384 people).
Paired t-test was used to compare the current and desired situation. The results showed that each of the indicators of advertising features, infrastructure, personal characteristics of the audience, advertising channels, brand recognition and credibility, per capita net usage, and value creation to the customer, respectively, is one of the factors in the e-advertising model of emerging businesses. Also, there is a significant difference between the mean of the current situation and the average of the desired situation in each of the identified indicators regarding the factors affecting electronic advertising (Sig ≥0.05). Therefore, Digikala online store should take measures to bridge the gap between the current and favorable situation of the factors affecting its electronic advertising.

Keywords

References

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Popularization of Science
Volume 12, Issue 1 - Serial Number 20
January 2021
Pages 205-234

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