Internet advertising adoption: a structural equation model for Iranian SMEs
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 development and user types. The paper found that these constructs successfully explain internet advertising adoption by incorporating readiness and globalization stages. The small and medium-sized enterprises were found to be the most significant for explaining internet advertising adoption. Research limitations/implications - The sample was restricted to Iranian experts. Originality/value - This study offers one of the first attempts to build a comprehensive theoretical model explaining internet advertising adoption. Second, this study offers a new scale for internet advertising adoption with higher content validity.
internet advertising advertising adoption iran small to medium-sized enterprises internet publishers product involvement