Identify and prioritize the features of Online Advertisements for Persuade Investors to the Stock Market

The aim of this study was to »identify and prioritize the features of Online Advertisements for Persuade Investors to the Stock Market«. in the first step, using qualitative content analysis method was used to identify the features of Online advertising in the stock market to investors. The content validity and reliability of the model were assessed by the content validity ratio index and kappa index respectively. In the next step, dimensions, components and indices of the model were prioritized by 8 experts using best-worst method. Finally, the identified indicators were classified into 2 dimensions, 10 components and 27 indicators. The results of the prioritization indicate the importance of content component in comparison with structural component. Moreover, among the dimension of the content features, the components of emotional attractions, quality, rational attractions, validity and ethical attractions and among the structural features of the quantity components, accessibility and user friendliness, apparent features, easy use of users and communication were recognized in the order of significance.