Right Website Model, RWM Selecting Right Website for Publication of Internet Advertisement

Publishing advertisement through Internet channel is an issue whose importance has been doubled by commercializing web. Existence of more than 65 billion websites in the Internet has made it impossible to publish advertisement with high efficiency through this channel which seems very easy. In this respect, the present study embarks to answer the question that "what is the most appropriate website for publishing a display ad in the world of web?" Since the concept of "right website" and advertisement in the web are new issues, the combinational method of comparative-inductive is used in this study. In this regard, first a content analysis was conducted on international studies and five features influencing right website selection were identified from among 90 previous studies in the area of Internet advertisement and marketing. The key features include: quality of electronic services, user-oriented design, electronic business model, interaction, and type of website involvement. Then, considering each of the extracted features, the conceptual model of right website selection was designed and in order to evaluate the model, a 5-scale Likert format questionnaire was developed which presented each feature as a hypothesis and tested their effect on the selection of right website for publishing advertisement. Although the test was strict, all hypotheses were confirmed by the experts. After confirmation of the conceptual model, a specific methodology was designed for operationalizing the model on the basis of TOPSIS farness from and closeness to the ideal. According to this mechanism, the model of right website selection is presented. At the end, a case study was conducted to evaluate the performance of the model and the results indicated that the model possess a good operational capacity.