Abstract:
The purpose of this study is to design and explain the impact pattern of online advertising on actual purchasing (Case Study: Atieh Saba Holding). The study is qualitative based on the objective and data collection process. The population of the study were all marketing and sales experts at Atieh Saba Holding, and among these experts, 10 were selected as the sample. In this study, data were collected through interview. The study is applied as it investigates the impact of online advertising on actual purchasing. After analyzing the open and structured interviews, the similar and related concepts were grouped into one category through comparative process and open coding, axial coding, and selective coding were employed to analyze the responses. The results of experts' responses showed that indicators such as print media and television advertising, social media, search engine advertising, banner ads, advertising websites, online text ads, advertising panels, online video ads, mobile ads, email ads, and online video ads have an impact on actual purchasing.
Machine summary:
Designing and Explaining the Impact Pattern of Online Advertising on Actual Purchasing (Case Study: Atieh Saba Holding) Roohalah Negahdari Nia Department of Business Management, Yasuj Branch, Islamic Azad University, Yasuj, Iran Ali Pirzad Department of Management, Yasuj Branch, Islamic Azad University, Yasuj, Iran (Corresponding Author) Alipirzad65@yahoo.
com Seyyed Najm-Al-Din Mousavi Department of Business Management, Lorestan University, Khorramabad, Iran {مراجعه شود به فایل جدول الحاقی} The purpose of this study is to design and explain the impact pattern of online advertising on actual purchasing (Case Study: Atieh Saba Holding).
This behavior investigates the processes affective on the time of selecting, purchasing, and using products, services, ideas, and experiences to satisfy the needs and desires of different individuals and groups (Peter & Olson, 2007).
2. Literature review IT Roshandel Arbatani and Mahmoodzadeh (2017) conducted a research entitled: Designing an advertising model through social media in order to influence customer desire.
Stephen (2016) studied "the role of digital and social media marketing in customer Behavior".
Ravikumar and Tiwari (2015) conducted a study on the impact of Internet advertising on customers' purchasing decision and the results indicate that in various situations, online advertising and product sales skills directly affect the intention of purchasers and can turn potential customers into loyal customers.
Each method of online advertising has advantages and their use in subsidiary companies of Atieh Saba Holding can greatly impact the sales of their products and services.
"Investigating the factors of Internet advertising affective in customer shopping behavior in mobile products".