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

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Nazari Montazar Maryam; NAMAMIAN FARSHID; Hasani Seyed Reza; ghanbary Mehrdad

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Title

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

Author(s)

Nazari Montazar Maryam | NAMAMIAN FARSHID | Hasani Seyed Reza | ghanbary Mehrdad | Issue Writer Certificate

Keywords

Current Status

Optimal Status

Digikala

Online Store

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 descriptivesurvey 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.

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APA: Copy

Nazari Montazar, Maryam, NAMAMIAN, FARSHID, Hasani, Seyed Reza, & ghanbary, Mehrdad. (2021). Designing an e-advertising model for emerging businesses with a data-based approach and comparing the current and desired situation. THE POPULARIZATION OF SCIENCE, 12(20 ), 205-234. SID. https://sid.ir/paper/1035613/en

Vancouver: Copy

Nazari Montazar Maryam, NAMAMIAN FARSHID, Hasani Seyed Reza, ghanbary Mehrdad. Designing an e-advertising model for emerging businesses with a data-based approach and comparing the current and desired situation. THE POPULARIZATION OF SCIENCE[Internet]. 2021;12(20 ):205-234. Available from: https://sid.ir/paper/1035613/en

IEEE: Copy

Maryam Nazari Montazar, FARSHID NAMAMIAN, Seyed Reza Hasani, and Mehrdad ghanbary, “Designing an e-advertising model for emerging businesses with a data-based approach and comparing the current and desired situation,” THE POPULARIZATION OF SCIENCE, vol. 12, no. 20 , pp. 205–234, 2021, [Online]. Available: https://sid.ir/paper/1035613/en

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