Name
Abstract | ||
|---|---|---|
Purpose - The purpose of this paper is to provide some insights regarding the adoption of internet advertising by Iranian small and medium-sized enterprises. The recent negative trends leading to a lack of competitive advantage in small businesses and the advantages of internet advertising makes it imperative to study various factors affecting this area of marketing.Design/methodology/approach - This study reviewed 59 previous related studies, resulting in a comprehensive theoretical framework which explains the advantages of internet advertising for small to medium-sized enterprises (SMEs). Via questionnaire, the paper compiles 346 Iranian experts' opinions in order to test the validity and applicability of variables in Iran. A structural equation model and LISREL software were used to analyze the data.Findings - A total of seven latent variables of internet advertising adoption were examined: advertising agencies, internet publishers, small and middle-sized enterprises, government role, e-commerce development and user types. The paper found that these constructs successfully explain internet advertising adoption by incorporating readiness and globalization stages. The small and medium-sized enterprises were found to be the most significant for explaining internet advertising adoption.Research limitations/implications - The sample was restricted to Iranian experts.Originality/value - This study offers one of the first attempts to build a comprehensive theoretical model explaining internet advertising adoption. Second, this study offers a new scale for internet advertising adoption with higher content validity. |
Year | DOI | Venue |
|---|---|---|
2012 | 10.1108/10662241211251015 | INTERNET RESEARCH |
Keywords | Field | DocType |
Internet advertising, Adoption, Product involvement, Internet publishers, Small to medium-sized enterprises, Advertising, Iran | Advertising research,Structural equation modeling,Advertising,Computer science,Competitive advantage,Latent variable,Online advertising,Marketing,LISREL,Government,The Internet | Journal |
Volume | Issue | ISSN |
22 | 4 | 1066-2243 |
Citations | PageRank | References |
12 | 0.70 | 35 |
Authors | ||
4 | ||
Name | Order | Citations | PageRank |
|---|---|---|---|
| Payam Hanafizadeh | 1 | 257 | 20.89 |
| Mehdi Behboudi | 2 | 67 | 4.68 |
| Fahimeh Ahadi | 3 | 12 | 0.70 |
| Fatemeh Ghaderi Varkani | 4 | 12 | 0.70 |