نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکترای مدیریت بازرگانی گرایش بازاریابی، دانشگاه علوم و تحقیقات کرمانشاه، کرمانشاه ، ایران
2 استادیار مدیریت بازرگانی دانشگاه آزاد اسلامی واحد کرمانشاه، کرمانشاه، ایران
3 استادیار مدیریت بازرگانی دانشگاه آزاد اسلامی واحد کرمانشاه، کرمانشاه ، ایران
چکیده
کلیدواژه‌ها
عنوان مقاله [English]
نویسندگان [English]
The aim of this study was to interpret the structural interpretation of e-advertising in order to develop business in young entrepreneurs in the corona pandemic. Current study In terms of purpose Applied And in terms of how data is collected it was a type of field research. Considering the main purpose, the research method was qualitative method (foundation data theory). The statistical population in this study includes experts and experts of online stores. Using targeted sampling method and theoretical saturation technique, key informants (including 15 experts and experts of online stores) to identify the framework of e-advertising model in the business of young entrepreneurs in selected corona Semi-structured interviews (focus group interviews) were conducted to identify the components and factors of e-advertising in the emerging businesses of young entrepreneurs, and then interpretive structural modeling was used as one of the consensus methods. The results showed that the individual characteristics of the audience and infrastructure in the independent region, advertising characteristics, advertising channels, brand recognition and credibility and creating value for the customer in the dependent region and per capita use of the net in the autonomous region. Therefore, the proposed e-advertising framework in the business of young entrepreneurs provides a deep understanding of the factors affecting e-advertising and provides the basis for the growth and development of the business of young entrepreneurs in the corona pandemic.
کلیدواژه‌ها [English]
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