Online Advertising

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.

The purpose of this study is to design and explain the model of online advertising with an image-based marketing approach. In this regard, while reviewing the concepts of online advertising, image-based marketing (GIF marketing) and tourism using confirmatory factor analysis and structural equation modeling, we designed and explained the online advertising model with the gif marketing approach in oil and gas’s Industrial tourism hubs of Iran. The research strategy includes a combined qualitative study of content analysis, granded theory and delphi analysis and quantitative study in survey. The study population in the qualitative part includes experts in the field of advertising focusing on the tourism industry and in the quantitative part all tourists are in the oil and gas’s Industrial tourism hubs of Iran. Normal test and confirmatory factor analysis and structural equation modeling test were used to confirm the components and model. The results showed that the components (causal factors, contexts and outputs) of online advertising model with GIF marketing approach in oil and gas’s Industrial tourism hubs are in order of priority. In order to conduct open interviews and coding, 62 indicators were finally extracted. The results of model validation and model overall fit index (GOF), which has a value of 0.794, showed that the overall fit of the model is desirable and as a result, the overall model is valid and approved. Also, in Q2 index, positive numbers showed more than 0.35, which showed the high predictive power of the model.

Background: Economic misinformation may result in people making poor financial choices. Multi-level marketing organizations often target women as potential salespeople. The majority of multi-level marketing organizations are predatory. Oftentimes, their online promotion effectively reaches people. Aims: In order to better identify the differences in color used in online advertisements for multi-level marketing organizations, I chose to explore whether health multi-level marketing organization advertisements had colors that corresponded with traditional gender norms or traditional health advertisements. Methodology: I obtained and analyzed exclusively online advertisements for multi-level marketing organizations. I found that there was indeed a difference in both color and brightness between organizations that targeted men and organizations that targeted women. Results: Health multi-level marketing organizations pose a unique danger. Specifically, they promote both economic and health misinformation. Not only do these organizations recruit people to sell products using spurious techniques, but in many cases, these products may be directly harmful to consumers’ health. As a result, more insight into detecting a health multi-level marketing advertisement is necessary. Conclusion: Color is a major element in advertisements. Specifically, distinct colors may be used in advertisements that target different genders. Understanding the differences in multi-level marketing advertisement colors is important: if consumers can identify which organizations are multi-level marketing companies, they will distrust the advertisements.