Designing and Explaining the Impact Pattern of Online Advertising on Actual Purchasing (Case Study: Atieh Saba Holding)

Document Type: Research Paper


1 Department of Business Management, Yasuj Branch, Islamic Azad University, Yasuj, Iran

2 Department of Management, Yasuj Branch, Islamic Azad University, Yasuj, Iran

3 Department of Business Management, Lorestan University, Khorramabad, Iran


The purpose of this study is to design and explain the impact pattern of online advertising on actual purchasing (Case Study: Atieh Saba Holding). The study is qualitative based on the objective and data collection process. The population of the study were all marketing and sales experts at Atieh Saba Holding, and among these experts, 10 were selected as the sample. In this study, data were collected through interview. The study is applied as it investigates the impact of online advertising on actual purchasing. After analyzing the open and structured interviews, the similar and related concepts were grouped into one category through comparative process and open coding, axial coding, and selective coding were employed to analyze the responses. The results of experts' responses showed that indicators such as print media and television advertising, social media, search engine advertising, banner ads, advertising websites, online text ads, advertising panels, online video ads, mobile ads, email ads, and online video ads have an impact on actual purchasing.


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