Identification and Prioritization of Effective Factors on Online Advertising in Iran's Market by Use of Fuzzy MADM Technics (Case Study: Clothing Industry)

Nowadays, advertisement as an important factor plays a significant role in enhancing volume in each industry. By increasingly developing technology in communication, the necessity of advertisement in wide ranges and the ability to access majority of people in societies this factor is getting more essential. The internet is considered as one of the most salient tools for advertisement. In other word, the internet is gradually leaving no room for traditional media so that most advertisement managers found out no use in traditional advertisement for introducing goods anymore. True endeavor for attracting audiences is considered one of the big challenges for internet advertisement. Therefore, the objective of this study is identification and prioritization of effective factors on online advertising in Iran's market by use of fuzzy MADM techniques in clothing industry. Based on the findings of this study, factors such as people's daily use of internet, internet speed, and the use of persuasive and motivating words in advertisements have specified the highest efficient priority on its audiences. Accordingly, it is suggested that commercial and manufacturing companies attract more attention from their addressees through increasingly persuading people in their target society. They can also improve the speed and use of internet by encouraging cooperation among governmental organizations, and pay more attention to the kind and content of advertisement messages in order to make them effectively attractive and successful