Interactive Agencies and Digitalization Readiness

Leila Behboudi
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Leila Behboudi: Department of Business Management, Islamic Azad University, Qazvin, Iran

International Journal of Innovation in the Digital Economy (IJIDE), 2017, vol. 8, issue 4, 48-64

Abstract: This study presents primarily factors affecting interactive agencies in Iran. There is a kind of unwillingness among Iranian ad agencies to execute online ad campaign in compare to the global trend and the advantage of use of online ad makes it imperative to find the key factors affecting interactive agencies behavior. Accordingly, the body of literature was analyzed and eight critical factors including “Management participation,” “Organizational culture,” “Size of the organization,” “The level of organization technology,” “Communication infrastructure,” “Financial infrastructure,” “Technology infrastructure” and “Electronic readiness,” were extracted. The expert questionnaire was designed to validate the gathered factors. By analyzing 294 questionnaires, the type of management was found as key factor in adopting online ad campaign execution.

Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jide00:v:8:y:2017:i:4:p:48-64

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