Interdisciplinary Studies in the Humanities

Factors affecting on employment in internet advertising businesses; Digital marketing

Document Type : Original Research Paper

Authors

H.A. Ghajari
A. Naghavi

Department of Sociology and Media, Faculty of Media Management, Payām-e Noor University, West Tehran Branch, Tehran, Iran

https://doi.org/10.22035/isih.2021.4166.4228
Abstract
Today, Internet advertising (digital marketing) has become a necessity for online and offline businesses. As such, digital marketing businesses are also emerging in Iran and, therefore, need sociological analysis for their growth and development. Given the importance of the subject, this study is an attempt to enumerate the factors affecting individuals' employment in online advertising businesses. In order to access the same, the theoretical research model of the study presented an interdisciplinary approach after examining various sociological, psychological and educational theories and hence, identified six variables i.e., talent, interest, organizational culture, job benefits, socio-economic class and labor market as important factors influencing employment in online advertising businesses. Then, a researcher-made questionnaire was distributed among the statistical population, the research hypotheses were tested, and using the Spearman's correlation coefficient, 5 out of 6 hypotheses with employment as a dependent variable (except socio-economic factor) were confirmed. Additionally, based on the findings of the structural equations (LISREL), the significance of independent variables of interest and labor market with employment dependent variable were not confirmed and it was found that talent (standard coefficient 0.3) and job benefits (standard coefficient 0.62) had the greatest impact in attracting employees to online advertising businesses.

Keywords

internet advertising
internet business
job
organizational culture

Subjects

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  • Receive Date 24 August 2020
  • Revise Date 15 November 2020
  • Accept Date 28 November 2020

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