| dc.creator (作者) | Hanafizadeh, Payam;Behboudi, Mehdi | |
| dc.date (日期) | 2012-09 | |
| dc.date.accessioned | 16-Aug-2016 16:02:08 (UTC+8) | - |
| dc.date.available | 16-Aug-2016 16:02:08 (UTC+8) | - |
| dc.date.issued (上傳時間) | 16-Aug-2016 16:02:08 (UTC+8) | - |
| dc.identifier.uri (URI) | https://ah.lib.nccu.edu.tw/item?item_id=113441 | - |
| dc.description.abstract (摘要) | The purpose of this paper was to develop a solution for selecting the right format of web advertisement in Iran. The paper is conducted based on a review of the literature and scrutinizing among more than forty scholarly papers. By reviewing the literature, and developing a theoretical framework, a conceptual model was designed to examine factors explaining right format of advertisement on the internet. Expert`s opinion was used to test the conceptual model and using T-student examination, have discovered that seven critical factors affect selection of the right format of the web advertisement. In order to implement the model, we designed a new methodology based on TOPSIS (Technique for Order Preference by Similarity to Ideal Solution) philosophy. In this way, we have defined two ideal frameworks; one for advertisement and the other one for alternatives. Accordingly, the right format of web advertisement is the advertisement that its ideal has a more similarity with the ideal of alternative. To test this methodology, we select 150 Iranian high-ranked websites and found that the model is working properly. The report of websites analysis is placed at the appendix. | |
| dc.format.extent | 1677625 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.relation (關聯) | 資管評論, 18(1), 1-30 | |
| dc.relation (關聯) | MIS review | |
| dc.subject (關鍵詞) | Web Advertising;Advertising Formats;Product Involvement;Advertising Classification;Advertising Audience;Advertising Strategy | |
| dc.title (題名) | The Right Format of Web Advertisement: Case Study in Iran | |
| dc.type (資料類型) | article | |
