Abstract

Today internet advertising is the hugest method for enterprises to increase their sales and strengthen market positions. The total advertising volume is increasing every day and the relevant question is connected with the investigating the basic approaches and methods of improving the effectiveness of this activity. One solution is the identification of the online advertisement drivers and evaluation of their effectiveness on the customer’s behaviour. This investigation is based on the finding these online advertising drivers. In order to collect the information, a questionnaire was composed and its reliability and validity were evaluated and it was filled by 400 customers in large food stores in Shiraz. Factor analysis confirmation showed that the study parameters were chosen correctly. In this research was testing three hypotheses, which were based on using the content and communication stimuli and investigating the extent of these stimuli on the consumer’s behavioural response. Testing of hypotheses confirmed that content and communication stimuli had a significantly positive influence on food stores customers and the effect of the content stimuli was stronger than the communication stimuli. On the other hand, informativeness which is one of the subsets of the communication stimuli had the most significant positive effect on the behavioural response of the consumers. In its turn, the factor of entertainment had the most significant negative effect on the behavioural reaction of the food stores customers. With the purpose of the better utilizing of the findings the innovation research model of influencing electronic advertising on consumer behaviour was created. It will give companies the opportunity to identify the most important stimuli which affect the behavioural response of food retail.

Keywords: Internet advertising, communication driver, behavioural reaction, structural equation modelling.

JEL Classification: М37.

Cite as: Rahmani, F., & Askari, A. (2018). Identifying the effective drivers on internet advertising using structural equation modeling: an empirical investigation. Marketing and Management of Innovations, 2, 351-364. https://doi.org/10.21272/mmi.2018.2-27

This work is licensed under a Creative Commons Attribution 4.0 International License

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