نوع مقاله : مقاله پژوهشی (کیفی)
1 گروه مدیریت بازرگانی ، واحد زنجان، دانشگاه آزاد اسلامی، زنجان، ایران
2 دانشجوی دکتری مدیریت بازرگانی ; مدیریت بازاریابی، دانشگاه آزاد اسلامی واحد زنجان،
3 دانشیار، گروه مدیریت، واحد زنجان، دانشگاه آزاد اسلامی، زنجان، ایران
4 گروه مدیریت بازرگانی، دانشگاه آزاد اسلامی زنجان، ایران
عنوان مقاله [English]
Interactive advertising is one of the most important modern advertising methods of the present age, which uses the most advanced approaches and tools in order to communicate in two or more ways with the audience, and tries to engage the viewer in a way that challenges him. In addition to establishing a two-way and pleasant relationship, they attract and persuade the customer to buy. The present study aimed to provide a model of visual metaphorical consequences of interactive advertising on consumer behavior. The statistical population of this study consists of sales management, marketing and executive experts in large chain stores out of which a sample of 40 Managers of Rifah, Etka, Ofogh, Janbo and Haft stores were selected through purposive sampling. Data were collcted by Delphi questionnaire. In this study, the Delphi method was performed in four rounds and the effective factors identified by MicMac software were extracted and after approval by 5 academic experts, the final model was presented. Then, using scenario wizard software, different scenarios were named according to the final research model. Based on the results, four main factors including visual characteristics, physical characteristics of the product, service characteristics of the product and the way of interactive advertising were identified as the most important components.