The revolutionary world of the World Wide Web has created an open space for a multitude of fields to develop and propagate. One of these major fields is advertisement. Online advertisement has become one of the main activities conducted on the web, heavily supported by the industry. Importantly, it is one of the main contributors to any businesses’ income. However, consumers usually ignore the ...

with recently widespread use of mobile phones and sms communication in iran and reformulation of conventional communication practices, short message advertisements have recently started to gain prominence in the world of advertisement as a quick, less costly, available and reliable means of introducing the products and services offered by the companies and institutions. with this in mind, the p...

Online native advertising is increasingly targeted based on people's online behavior. This study examines the effects of behaviorally ad and brand responses. In addition, it tests two competing explanatory mechanisms that are suggested in literature behavioral may result opposing persuasion outcomes: perceived personal relevance advertisement understanding as a persuasive tactic. An experiment ...