شناسایی و اولویت‌بندی عوامل مؤثر بر تبلیغات اینترنتی در بازار ایران با استفاده از روش‌های تصمیم‌گیری چند شاخصه فازی (مطالعه موردی: صنعت پوشاک)

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانشیار گروه مدیریت صنعتی، دانشکدة مدیریت، دانشگاه تهران، ایران.

2 باشگاه پژوهشگران جوان و نخبگان، واحد تهران غرب، دانشگاه آزاد اسلامی، تهران، ایران.

3 کارشناس ارشد مدیریت MBA، دانشگاه پیام نورکرج، ایران.

چکیده

امروزه تبلیغ به عنوان یک عامل مهم در افزایش حجم فروش هر صنعت، نقش قابل توجهی ایفا می‌کند. با پیشرفت‌های روزافزون فناوری، در زمینه‌های ارتباطی و لزوم انجام تبلیغات در سطح وسیع‌تر و توانایی دسترسی به تعداد کثیری از افراد جامعه، اینترنت به عنوان یکی از مهم‌ترین ابزارها برای انجام تبلیغات مطرح می‌باشد، به عبارت دیگر تبلیغات اینترنتی روز به روز فضا را بر رسانه‌های سنتی تنگ‌تر می‌کنند به طوری که بسیاری از مدیران تجاری به این نتیجه رسیده‌اند که معرفی کالا از طریق تبلیغات سنتی دیگر چندان مفید نیست. اما یکی از بزرگ‌ترین چالش‌های تبلیغات اینترنتی تلاش برای جلب و جذب مخاطبان است. از این رو هدف از پژوهش حاضر شناسایی و اولویت‌بندی عوامل مؤثر بر تبلیغات اینترنتی در بازار ایران با استفاده از روش های تصمیم گیری چند شاخصه فازی در حوزه صنعت پوشاک می‌باشد. بر اساس نتایج به دست آمده از این پژوهش، عواملی مانند میزان استفاده روزانه افراد از اینترنت، سرعت اینترنت و به کاربردن جملات و عبارت‌های تحریک‌آمیز و ترغیب‌کننده در محتوای تبلیغ، بالاترین اولویت‌ها را از جنبه تأثیرگذاری بر مخاطبان به خود اختصاص داده‌اند. از این رو پیشنهاد می‌شود که شرکت‌های تولیدی و تبلیغاتی با افزایش ترغیب افراد جامعه هدف خود، به استفاده بیشتر از اینترنت و افزایش سرعت اینترنت از طریق همکاری سازمان‌های دولتی و همچنین توجه به نوع و محتوای پیام‌های تبلیغاتی و ایجاد جذابیت بیشتر در آنها موفق به جذب بیشتر مخاطبان خود شوند.
 

کلیدواژه‌ها


عنوان مقاله [English]

Identification and Prioritization of Effective Factors on Online Advertising in Iran's Market by Use of Fuzzy MADM Technics (Case Study: Clothing Industry)

نویسندگان [English]

  • ali mohaghar 1
  • seyed hojjat Bazazzadeh 2
  • roya eghbal 3
1 Associate Professor, Faculty of Management, University of Tehran, Tehran, Iran.
2 Young Researchers and Elite Club, West Tehran Branch, Islamic Azad University, Tehran, Iran
3 Roya Eghbal, MA in Master of business Adminesteration, Payame Noor University, Karaj, Iran.
چکیده [English]

Nowadays, advertisement as an important factor plays a significant role in enhancing volume in each industry. By increasingly developing technology in communication, the necessity of advertisement in wide ranges and the ability to access majority of people in societies this factor is getting more essential. The internet is considered as one of the most salient tools for advertisement. In other word, the internet is gradually leaving no room for traditional media so that most advertisement managers found out no use in traditional advertisement for introducing goods anymore. True endeavor for attracting audiences is considered one of the big challenges for internet advertisement. Therefore, the objective of this study is identification and prioritization of effective factors on online advertising in Iran's market by use of fuzzy MADM techniques in clothing industry. Based on the findings of this study, factors such as people's daily use of internet, internet speed, and the use of persuasive and motivating words in advertisements have specified the highest efficient priority on its audiences. Accordingly, it is suggested that commercial and manufacturing companies attract more attention from their addressees through increasingly persuading people in their target society. They can also improve the speed and use of internet by encouraging cooperation among governmental organizations, and pay more attention to the kind and content of advertisement messages in order to make them effectively attractive and successful

کلیدواژه‌ها [English]

  • advertisements
  • internet users view
  • clothing industry

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