An overview of advertising and e-business performance

Document Type : Original Article

Authors

1 PhD student in public administration, Ardabil Branch, Islamic Azad University, Ardabil, Iran.

2 Master of Public Administration, Arak Branch, Islamic Azad University, Arak, Iran.

3 Master of Public Administration, Meshgin Shahr Branch, Islamic Azad University, Meshgin Shahr, Iran.

Abstract

Today, advertising is a well-known industry that has a great impact on introducing companies to customers and attracting them. And advertising is one of the most famous marketing activities, which researchers consider to be an essential factor in creating consumer-based brand value as well as a tool with a sustainable and cumulative impact on this asset. The intensity is high and companies operating in highly competitive markets will only be able to have a suitable position if they are able to create significant competitive advantages for themselves. Based on this, various studies have been conducted on the issue of gaining a competitive advantage to improve the business performance of companies and have addressed the impact of various indicators. However, the necessity of conducting studies in this field is still felt. In this article, we will review advertising and electronic business performance in a library way.

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