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Fatemeh Ghaderi Varkani - One of the best experts on this subject based on the ideXlab platform.

  • Internet Advertising adoption: a structural equation model for Iranian SMEs
    Internet Research, 2012
    Co-Authors: Payam Hanafizadeh, Mehdi Behboudi, Fahimeh Ahadi, Fatemeh Ghaderi Varkani
    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 devel...

  • Internet Advertising adoption: a structural equation model for Iranian SMEs
    Internet Research, 2012
    Co-Authors: Payam Hanafizadeh, Mehdi Behboudi, Fahimeh Ahadi, Fatemeh Ghaderi Varkani
    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 devel...

Mehdi Behboudi - One of the best experts on this subject based on the ideXlab platform.

  • The Right Format of Internet Advertising (RFIA): A Structural Equation Model
    Information Resources Management Journal, 2013
    Co-Authors: Payam Hanafizadeh, Mehdi Behboudi
    Abstract:

    This study was designed to provide some insights into how Iranian marketers can find the right format of Internet Advertising. Recent negative trends in Internet Advertising, such as “banner blindness†and extremely low click-through rates, make it imperative to study various factors affecting the right format of Internet Advertising. Therefore, this study builds a comprehensive theoretical model explaining how marketers are able to find the right format of Internet Advertising. Accordingly, seven latent variables related to the right format of Internet Advertising were examined: objective ad features, subjective ad features, product type, user types, ad types, Advertising strategy, and ICT condition. It was found that these constructs successfully explain how marketers can find the right format of Internet Advertising. Product involvement is found to be the most significant antecedent explaining the right format of Internet Advertising.

  • Internet Advertising adoption: a structural equation model for Iranian SMEs
    Internet Research, 2012
    Co-Authors: Payam Hanafizadeh, Mehdi Behboudi, Fahimeh Ahadi, Fatemeh Ghaderi Varkani
    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 devel...

  • Internet Advertising adoption: a structural equation model for Iranian SMEs
    Internet Research, 2012
    Co-Authors: Payam Hanafizadeh, Mehdi Behboudi, Fahimeh Ahadi, Fatemeh Ghaderi Varkani
    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 devel...

  • Does Internet Advertising Affect the Internet BankingEffectiveness? A Three Dimensional Model for Iran
    The Journal of Internet Banking and Commerce, 2012
    Co-Authors: Baytollah Akbari Moghadam, Mehdi Behboudi, Farzaneh Jafari
    Abstract:

    With the rapid growth of the Internet banking and financial sectors in Iran, customers are encouraged to utilize Internet banking as first priority. At the same time, the question of retaining customers or market-share has become one of the top areas of research for researchers and practitioners who aim at optimal marketing strategies. Accordingly, This study builds a three-dimensional model (factors to adopt Internet banking, Internet Advertising effects, and Customer pleasure) to examine the impact of Internet Advertising on the Internet banking in order to find possible solutions in this area of banking. The theoretical three-dimensional model incorporates two new variables namely, “arousal” and “attitude toward brand” to test the changes in electronic transactions. Totally, 161 expert questionnaires (academics and practitioners) were collected and analyzed. We found that these variables explain successfully the impact of Internet Advertising on the effectiveness of Internet banking. The findings show that increasing the customer’s arousal by Internet advertisements to use Internet banking as well as creating a positive attitude toward bank’s brand are the key factors in Internet banking effectiveness.

Kenneth C. C. Yang - One of the best experts on this subject based on the ideXlab platform.

  • The influence of humanlike navigation interface on users' responses to Internet Advertising
    Telematics and Informatics, 2006
    Co-Authors: Kenneth C. C. Yang
    Abstract:

    The present study integrates literature from the interface design and Internet Advertising effectiveness literature to examine whether a humanlike navigation interface will increase the effectiveness of Internet Advertising. The study employs a post-test only with a control group experiment design to examine whether and how a humanlike navigation interface will have effects on users' responses to Internet Advertising. The study found that a humanlike navigation interface leads to more favorable attitudes toward the Internet advertisement, the advertised product, higher interface evaluation and immersive feeling, and better product information recall. Implications and limitations of the study were discussed.

  • Effects of consumer motives on search behavior using Internet Advertising.
    Cyberpsychology Behavior and Social Networking, 2004
    Co-Authors: Kenneth C. C. Yang
    Abstract:

    Past studies on uses and gratifications theory suggested that consumer motives affect how they will use media and media contents. Recent Advertising research has extended the theory to study the use of Internet Advertising. The current study explores the effects of consumer motives on their search behavior using Internet Advertising. The study employed a 2 by 2 between- subjects factorial experiment design. A total of 120 subjects were assigned to an experiment condition that contains an Internet advertisement varying by Advertising appeals (i.e., rational vs. emotional) and product involvement levels (high vs. low). Consumer search behavior (measured by the depth, breadth, total amount of search), demographics, and motives were collected by post-experiment questionnaires. Because all three dependent variables measuring search behavior were conceptually related to each other, MANCOVA procedures were employed to examine the moderating effects of consumer motives on the dependent variables in four product i...

  • A comparison of attitudes towards Internet Advertising among lifestyle segments in Taiwan
    Journal of Marketing Communications, 2004
    Co-Authors: Kenneth C. C. Yang
    Abstract:

    As the Internet gradually diffuses throughout more sectors in society many advertisers have begun to consider the diversity in various aspects of consumer behaviour among Internet users. As Internet users' attitudes towards Internet Advertising are found to influence their brand attitudes and purchase intentions, the study can contribute to the design and assessment of Internet Advertising. The study identified potential lifestyle segments among Internet users and examined the relationships between lifestyle segments and their attitudes towards Internet Advertising. This study surveyed 700 Internet users and employed a lifestyle segmentation approach for categorizing consumers into three distinct lifestyle groups: ‘experiencers’, ‘traditionalists’ and ‘self‐indulgents’. Statistical analyses pointed out that all three groups differed from one another in several demographic characteristics. Moreover, the lifestyle clusters were found partly to predict Internet users' attitudes towards Internet Advertising. ...

  • Internet Users' Attitudes Toward and Beliefs About Internet Advertising
    Journal of International Consumer Marketing, 2003
    Co-Authors: Kenneth C. C. Yang
    Abstract:

    Abstract This exploratory study aims to investigate Internet users' attitudes toward and beliefs about Internet Advertising. First, this paper intends to identify belief factors of Internet users about Internet Advertising. Secondly, it examines belief factors that can predict Internet users' attitudes toward Internet Advertising. Thirdly, it explores whether Internet users' demographics, Internet usage, and innovative characteristics can predict their attitudes toward Internet Advertising. Ten belief factors were extracted from 36-item Likert questions and account for 60.361 percent of the variance in Internet users' beliefs about Internet Advertising. Eight out of ten belief factors contributed significantly to the prediction of users' attitudes toward Internet Advertising. These predictor factors altogether explained 48.7 percent of the variance. To determine if Internet users' beliefs about Internet Advertising were still predictive of their attitudes toward Internet Advertising after controlling demo...

Payam Hanafizadeh - One of the best experts on this subject based on the ideXlab platform.

  • The Right Format of Internet Advertising (RFIA): A Structural Equation Model
    Information Resources Management Journal, 2013
    Co-Authors: Payam Hanafizadeh, Mehdi Behboudi
    Abstract:

    This study was designed to provide some insights into how Iranian marketers can find the right format of Internet Advertising. Recent negative trends in Internet Advertising, such as “banner blindness†and extremely low click-through rates, make it imperative to study various factors affecting the right format of Internet Advertising. Therefore, this study builds a comprehensive theoretical model explaining how marketers are able to find the right format of Internet Advertising. Accordingly, seven latent variables related to the right format of Internet Advertising were examined: objective ad features, subjective ad features, product type, user types, ad types, Advertising strategy, and ICT condition. It was found that these constructs successfully explain how marketers can find the right format of Internet Advertising. Product involvement is found to be the most significant antecedent explaining the right format of Internet Advertising.

  • Internet Advertising adoption: a structural equation model for Iranian SMEs
    Internet Research, 2012
    Co-Authors: Payam Hanafizadeh, Mehdi Behboudi, Fahimeh Ahadi, Fatemeh Ghaderi Varkani
    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 devel...

  • Internet Advertising adoption: a structural equation model for Iranian SMEs
    Internet Research, 2012
    Co-Authors: Payam Hanafizadeh, Mehdi Behboudi, Fahimeh Ahadi, Fatemeh Ghaderi Varkani
    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 devel...

Kuohsiang Chen - One of the best experts on this subject based on the ideXlab platform.

  • how different information types affect viewer s attention on Internet Advertising
    Computers in Human Behavior, 2011
    Co-Authors: Yuchen Hsieh, Kuohsiang Chen
    Abstract:

    The effect of Internet Advertising has been a controversial issue, especially on the topic of how to effectively draw more attention from Internet users. According to traditional attention theory, we know people pay lesser attention on other objects if the main browsing contents occupy more of the viewer's mental resources. Therefore, we know different information types of webpage should have different influences on users' attention. On the other hand, an effect called 'banner blindness' makes viewers naturally overlook the Advertising based on their previous experience. It is therefore becoming more and more difficult to increase viewer's attention on advertisement simply by adding salient features on the advertisements. In light of this new challenge in Internet Advertising, verifying the different influences of the information types on Advertising attention is the main goal of this study. Great amounts of previous studies relevant to Internet Advertising focused on the advertisement itself, like the form, color, size and location. However, this study put focus on how the information types and the webpage structure influence the viewer's attention on banner Advertising. This research tested the effect on user attention of four common information types on Internet webpages: (1) text-based webpage; (2) text-picture mixed webpage; (3) picture-based webpage; and (4) video-based webpage. This study hopes to provide valuable information for matching Advertising with viewing tasks that will stimulate the most user attention.