Determining factors and representing a model for personalized advertising

The present study was aimed at determining factors and representing a model for personalized advertising by the mixed method. In the qualitative phase, using the Meta-Synthesis method based on the seven-stage model of Sandelowski and Barroso, related sources between the years 1399-1399 AH and 2021-2000 AD were studied, and 42 references were selected. The data were analyzed using Strauss and Corbin model during three stages of open, axial, and selective coding. The Conclusion The output of the qualitative phase was the discovery of 137 concepts, 29 sub-categories, and 9 main categories presented in the conceptual model. The research method was descriptive-correlative based on structured equation modeling and the statistical population consisted of all of the customers of Digikala in the Year 1398 which used the Cochran formula for an unlimited community, 348 members were selected for criterion- targeted Sampling method. The data collection tool in the quantitative phase was a researcher-made questionnaire taken from the qualitative phase with 137 items. After confirming its validity (face, content, and construct) and reliability (Using Cronbach's alpha method), the structural equation method was analyzed. Findings showed that Perceived usefulness and perceived costs had the most significant impact on market management strategy, respectively. At the same time, a market management strategy has the most significant impact on attitude outcomes.