درخت حوزه‌های تخصصی

The purpose of this study is to design and explain the impact pattern of online advertising on actual purchasing (Case Study: Atieh Saba Holding). The study is qualitative based on the objective and data collection process. The population of the study were all marketing and sales experts at Atieh Saba Holding, and among these experts, 10 were selected as the sample. In this study, data were collected through interview. The study is applied as it investigates the impact of online advertising on actual purchasing. After analyzing the open and structured interviews, the similar and related concepts were grouped into one category through comparative process and open coding, axial coding, and selective coding were employed to analyze the responses. The results of experts' responses showed that indicators such as print media and television advertising, social media, search engine advertising, banner ads, advertising websites, online text ads, advertising panels, online video ads, mobile ads, email ads, and online video ads have an impact on actual purchasing.

The purpose of this study was to examine the expected returns of Carhart model compared to the capital asset pricing model and the implicit capital cost model based on cash and capital returns of growth and value stocks. The statistical population consisted of the companies listed in Tehran Stock Exchange and the time domain is between 2007 and 2016. By choosing Cochran sampling, 126 companies were selected as the statistical sample. The present research is an applied research and is naturally a descriptive study. Descriptive and inferential statistics were used to describe the data, and to analyze the data, SPSS software was used. Also, the results showed that there is a significant difference between the mean of total returns and returns from the capital profit of growth and value stock; while there is no significant difference between the average cash flow of growth and value stocks. In addition to growth stocks, the expected returns on the basis of Carhart model are closer to real returns compared to expected returns based on the capital asset pricing model. But about value stock, the expected returns on the basis of Carhart model are not closer to actual returns compared to expected returns based on the capital asset pricing model and the cost of capital, and ultimately for growth stocks, expected returns based on Carhart model compared with expected returns, the implicit capital cost model is closer to actual returns.