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

مراجع

[1]       Hanafizadeh Payam, Mehdi Behboudi, Fahimeh Ahadi, and Fatemeh Ghaderi Varkani (2012) "Internet advertising adoption: a structural equation model for Iranian SMEs." Internet Research, 22 (4):499-526.

[2]       Frankenberger-Graham, Kristina D., Malcolm C. Smith, Lynn R. Kahle, and Rajeev Batra (2015) "Exploring the Relations Between Consumer Perceptions of Marketing, Materialism and Life Satisfaction"; Paper read at Proceedings of the 1993 Academy of Marketing Science (AMS) Annual Conference, pp. 317-336.

[3]       Guha, Saikat, Bin Cheng, and Paul Francis (2011) "Privad: Practical Privacy in Online Advertising"; Paper read at NSDI, pp. 217-246.

[4]       Huang, Chun-Ying, Chuang-Chun Chiou, Tai-Hsi Wu, and Sheng-Chih Yang (2015)"An integrated DEA-MODM methodology for portfolio optimization"; Operational Research, 15 (1): 115-136.

[5]       Kircova, Ibrahim, and Dilaysu Cinar (2015) "Digital advertising practices and its impacts on students: An application in the public "; Handbook of Research on Effective Advertising Strategies in the Social Media Age,. pp: 388-407.

[6]       Jahaniyan, Saeed. Mahmood salehi, Mehdi (2015) "Extraction of online marketing mix components: A research project combines"; Management Researches in Iran, 19(3):61-8, (in Persian).

[7]       Bagherjeiran, Abraham H, Andrew O Hatch, Adwait Ratnaparkhi, and Amruta S Joshi (2015) "Contextual advertising with user features"; Google Patents, pp. 61-86.

[8]       Khraim, Hamza Salim, and Alaa Atif Alkrableih (2015) "The Effect of Using Pay Per Click Advertisement on Online Advertisement Effectiveness and Attracting Customers in E-marketing Companies in Jordan"; International Journal of Marketing Studies, 7 (1): 180-199.

[9]       Maheri mahnoush, Hoseini Monireh (2015) "The effect ofElectronic Word of Mouth Marketing the brand in Iran: Journalism Network of a Online Forum"; Management Researches in Iran, 18(4):139-159 (in Persian).

[10]    http://www.mehrnews.com/news/3832545/.Date:23/10/2016

[11]    Stevens Ryan, Clint Gibler Jon Crussell, Jeremy Erickson, Hao Chen (2012) "Investigating user privacy in android ad libraries"; Paper read at Workshop on Mobile Security Technologies (MoST ) pp. 117-135.

[12]    Li, Lihong (2015) "Offline Evaluation and Optimization for Interactive Systems"; Paper read at Proceedings of the Eighth ACM International Conference on Web Search and Data Mining, pp: 185-202.

[13]    Wei Pei-Shan, Hsi-Peng Lu.(2013) "An examination of the celebrity endorsements and online customer reviews influence female consumers’ shopping behavior"; Computers in Human Behavior, 29 (1): 193-201.

[14]    Subasic Pero, Hans Marius Holtan, Robert S Cabacungan, Manu Shukla, Rohan A Mehta, Jay L Chang, Kenin AH Coloma, Neil Cohen, Brian Whitney, Jaimyoung Kwon (2013) "Systems and methods for online user profiling and segmentation"; Google Patents, pp. 54-88.

[15]    Dutta Amit, Sudipta Paria, Tanmoy Golui, Dipak Kumar Kole (2014) "Noise elimination from web page based on regular expressions for web content mining"; In Advanced Computing, Networking and Informatics, Vol. 1, pp.545-554, Springer.

[16]    Kumar S. Hemanth, Suratkumari M. (2015) "Impact of prime-time revolution on radio advertising in Bangalore city"; International Journal of Marketing and Technology, 5 (1): 120-126.

[17]    Ghosh Ambarish, Aparna Ghosh (2014) "Traditional buying to online buying: A study of the paradigm shift in consumer buying behavior"; Asian Journal of Management, 5 (2): 113-116.

[18]    Kao Chien-Ling, Man-Ying Wang (2015) "Narrower conceptual scope in the App than the web store interface–the size does it and the Ad has it"; In Human Interface and the Management of Information. Information and Knowledge Design, Springer, pp. 204-214.

[19]    Danaher, Peter J, Guy W. Mullarkey (2003) "Factors affecting online advertising recall: A study of students", Journal of Advertising Research, 43 (03): 252-267.

[20]    Cantrell Christian (2000) System and method for enabling user control of online advertising campaigns; Google Patents, pp. 114-125.

[21]    Rosen James Samuel, Thomas A. Schmitter, Mark S. Hall (2014) "System for replacing a cursor image in connection with displaying advertising content"; Google Patents.

[22]    Kim Byoungjip, Seungwoo Kang, Jin-Young Ha, Junehwa Song (2015) "VisitSense: Sensing place visit patterns from ambient radio on smartphones for targeted mobile Ads in shopping malls"; Sensors, 15 (7):17274-17299.

[23]    Fransen Marieke L., Peeter WJ Verlegh, Amna Kirmani, Edith G. Smit (2015) "A typology of consumer strategies for resisting advertising, and a review of mechanisms for countering them"; International Journal of Advertising, 34 (1): 6-16.

[24]    Miyazaki, Anthony D., Ana Fernandez (2000) "Internet privacy and security: An examination of online retailer disclosures"; Journal of Public Policy & Marketing, 19 (1): 54-61.

[25]    Park Yong Jin. (2015) "Do men and women differ in privacy?  Gendered privacy and (in) equality in the Internet"; Computers in Human Behavior, 50, pp. 252-258.

[26]    Smith Alan D., William T. Rupp. (2003) "Strategic online customer decision making: Leveraging the transformational power of the Internet", Online Information Review, 27 (6): 418-432.

[27]    Bruner Gordon C., Anand Kumar (2005) "Explaining consumer acceptance of handheld Internet devices"; Journal of Business Research, 58 (5): 553-558.

[28]    Chiu, Wan-Yu, Gwo-Hshiung Tzeng, and Han-Lin Li (2013) "A new hybrid MCDM model combining DANP with VIKOR to improve e-store business. " Knowledge-Based Systems, no. 37:48-61.

[29]    Gupta Vandana, and SR Singh. (2013) "An integrated inventory model with fuzzy variables, three-parameter Weibull deterioration and variable holding cost under inflation. " International Journal of Operational Research, 18 (4):434-451.

[30]    Wu Mao-Ying, Geoffrey Wall, and Philip L Pearce. (2014) "Shopping experiences: international tourists in Beijing's silk market." Tourism Management, no. 41:96-106.

[31]    Zheng  Guozhong, Youyin Jing, Hongxia Huang, Guohua Shi, and Xutao Zhang. (2010) "Developing a fuzzy analytic hierarchical process model for building energy conservation assessment. " Renewable Energy, 35 (1):78-87.

[32]    Jia Peng, Kannan Govindan, and Devika Kannan. ( 2015) "Identification and evaluation of influential criteria for the selection of an environmental shipping carrier using DEMATEL: a case from India." International Journal of Shipping and Transport Logistics, 7 (6):719-741.

[33]    Esmaeil Pour Majid; Bahrainizadeh Manijeh, Ghariheh Mahbobeh (2014) "Factors affecting purchasing and online advertising on consumer behavior consumer products"; International Conference on Management, Challenges and Solutions, Shiraz, pp. 117-124.

[34]    Abbasi Abbas,  Mohammadiyan Moghadasseh (2006) "The relationship between consumer attitudes to Web sites and Internet Advertising Effectiveness"; Journal of Management Sciences of Iran, 2(7): 99-119.

[35]    Rahmani Fatemeh,  Nezamoddin Faghiheh (2016) "A model for successful Internet marketing in order to attract more customers (with an emphasis on ethics)"; Interdisciplinary Studies in Media and Culture (Media and Culture), 5(1): 37-54.

[36]    Kaffash Pour Azar, Rahim Niya, Fariborz Nabi Zadeh, Tahereh (2012) "Perceived value and user attitudes towards internet advertising"; New Market Research, 3(1): 79-98.

 

 

پژوهش های نوین در تصمیم گیری

دوره 2، شماره 1
بهار 1396
صفحه 149-178

فایل ها

اشتراک گذاری

ارجاع به این مقاله

آمار