ANALYZING THE EFFECT OF INTERNET ADVERTISING ON IRAN’S INDUSTRIAL MARKET, USING FUZZY DEMATEL METHOD AND A SYSTEMIC APPROACH

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RADFAR R.; SHAHABI A.

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Paper Information

Journal: JOURNAL OF MARKETING MANAGEMENT Year:2015 | Volume:10 | Issue:28 Page(s): 107-124

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Title

ANALYZING THE EFFECT OF INTERNET ADVERTISING ON IRAN’S INDUSTRIAL MARKET, USING FUZZY DEMATEL METHOD AND A SYSTEMIC APPROACH

Author(s)

RADFAR R. | SHAHABI A. | Issue Writer Certificate

Keywords

ADVERTISEMENTQ2

INTERNET ADVERTISEMENTQ2

INDUSTRIAL MARKETQ2

SYSTEM DYNAMICS MODELING APPROACHQ2

FUZZY DEMATEL TECHNIQUEQ1

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.

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APA: Copy

RADFAR, R., & SHAHABI, A.. (2015). ANALYZING THE EFFECT OF INTERNET ADVERTISING ON IRAN’S INDUSTRIAL MARKET, USING FUZZY DEMATEL METHOD AND A SYSTEMIC APPROACH. JOURNAL OF MARKETING MANAGEMENT, 10(28), 107-124. SID. https://sid.ir/paper/218942/en

Vancouver: Copy

RADFAR R., SHAHABI A.. ANALYZING THE EFFECT OF INTERNET ADVERTISING ON IRAN’S INDUSTRIAL MARKET, USING FUZZY DEMATEL METHOD AND A SYSTEMIC APPROACH. JOURNAL OF MARKETING MANAGEMENT[Internet]. 2015;10(28):107-124. Available from: https://sid.ir/paper/218942/en

IEEE: Copy

R. RADFAR, and A. SHAHABI, “ANALYZING THE EFFECT OF INTERNET ADVERTISING ON IRAN’S INDUSTRIAL MARKET, USING FUZZY DEMATEL METHOD AND A SYSTEMIC APPROACH,” JOURNAL OF MARKETING MANAGEMENT, vol. 10, no. 28, pp. 107–124, 2015, [Online]. Available: https://sid.ir/paper/218942/en

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