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Online Advertising: Experimental Facts on Ethics, Involvement, and Product Type

Online Advertising: Experimental Facts on Ethics, Involvement, and Product Type

Mehdi Behboudi (Department of Business Administration, Islamic Azad University, Qazvin Branch, Qazvin, Iran) and Hamideh Mokhtari (Department of Business Administration, Islamic Azad University, Qazvin Branch, Qazvin, Iran)
Copyright: © 2017 |Pages: 16
DOI: 10.4018/IJIDE.2017070104
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Abstract

The purpose of this chapter is to provide some insights into advertisements on the Iranian websites. Firstly, in publisher side, is the ethic a matter of fact in accepting Internet advertisements to publish? Second, to provide a preliminary insight into the advertising of pleasant and objectionable products, which one is more? Third, what kind of the involvement (rational or emotional) used more to publish Internet advertisements? In pursuing these goals, the content of 649 ads through 205 websites and 751 ads through 138 weblogs was analyzed. Content analysis was used to verify the data. In order to avoid the miscoding of contents, two researchers conducted the analysis and Intercoder reliability used to this goal. The authors found that (1) all 649 analyzed ads in Iranian websites are belonged to ethical ads and no unethical advertisement found at websites, (2) the majority of published advertisements are belonged to “high involvement product with rational appeal”, (3) the “objectionable product ads” at Iranian weblogs (%68) was more “pleasant product ads” (%32). This study by analyzing 1400 advertisements gives managers some insights and solutions regarding to advertising on the Iranian Internet domains. These experimental evidences regarding to ethics, pleasant and objectionable products and the type of involvement in Internet advertising in Iran have attracted little research attention.
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Gender Differences In Behavior, Attitude, And Belief

One of the effective variables in forming a behavior is human nature. Any behavior of a human being is affected by rational and emotional factors like gender. Depending on their gender, human beings have different reactions toward most natural or unnatural phenomena. The Internet is not exempt from this rule. Consumers use the Internet differently depending on whether they are male or female, and these differences are observed in Internet ads as well. The users' perception based on gender has three dimensions in advertising:

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    Use patterns

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    Online privacy concerns

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    Behaviors (Wolin & Korgaonkar, 2003)

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