تحقیقات بازار یابی نوین (Jun 2015)
Evaluating Effectiveness of Internet-Based Advertising in Iranian Carpet Market
Abstract
<span style="line-height: 107% font-family: "Times New Roman","serif" font Internet-based advertising is defined as a process of introducing of goods and services. It also rcognized as a process of services after sales that creating motivation of costomers through increasing purchase.The advantages of this approach refered to its low cost and its access of among customers. The aim of this study is determination of amount of effectiveness of carpet internet-based advertising. Another purpose of the study is validitation of consumers’ behavior about internet-based advertising. The issue is important, because diversity of carpet production in Iran is the basic target. Data collection of this study has been done via primary and secondary method as a quantitative approach from enduser of internet in Iran. This means statistical population is 110 people that use internet carpet sites. This popullation are selected according to the nature of activities for instance executive managers, public relation managers, human resources managers and expert’s workers. For data analaysing Spss and Amos saftewares applied in this study. The results of the study show communicating and content incentives have significant and positive effects on cognitive and affectiveresponses ofconsumers. On the other hands communicating and content incentives havenot significant and positive effects on attitude of consumers.
