The Factors Affecting Online Advertising on Real Purchase Using the Fuzzy Delphi Method (Case Study: Atieh Saba Holding)

Due to the increasing impact of online advertising on consumer behavior, the present study aimed to identify the factors affecting online advertising on the real purchase in Atieh Saba Holding using the Fuzzy Delphi method. This research has been applied in terms of purpose and descriptive-exploratory in terms of nature and method. In this research, the qualitative-quantitative method has been used. The statistical population of this study included all experts in the sales and marketing area of Atieh Saba Holding. Based on the objective of this study, the targeted sampling was conducted by snowball method and the sample size was 10 subjects. Eleven factors were identified after reviewing the literature and the background of the research and interviewing some experts. The factors were provided to experts by questionnaires and eight factors were approved using the Fuzzy Delphi method. The results indicated that social media, advertising for search engines and weblogs, advertising websites, advertising panels, online video advertising, online apps, and email advertising are all effective on the purchase intention in Atieh Saba Holding