No abstract

A B S T R A C TThis study provides insights into e-lifestyle of Internet users and their avoidance of Internet advertising. Determining the type of avoidance of each e-lifestyle aids the development of strategies for designing and publishing advertisements on the Internet, so that their effectiveness is enhanced and the negative trend of clicks on Internet advertisements is reduced. A survey was conducted with a group of 412 participants. The data were analysed through structural equation modelling (SEM) and multiple regression analysis both before and after adjusting the data by introducing the effect of average hours of Internet use on participant responses. The results obtained by analysing the main data reveal that e-lifestyle does not have a significant effect on Internet advertising avoidance (IAA). However, analysis of the modified data does indicate a significant effect. Also, in the analysis of the main and modified data, the type of avoidance from Internet advertising (cognitive, affective, and behavioural) varies according to each e-lifestyle. To the authors' belief the present study is the first reporting an investigation of the effect of e-lifestyle on avoidance of Internet advertising adjusted by average hours spent online.

Purpose Recently, banks have focussed on teaching marketing skills, especially customer orientation. This issue, according to previous studies, has led to improved employee and bank performance. In this regard, Tejarat bank (an Iranian Bank) also organised specialised customer orientation courses for its employees with the help of the Iranian Scientific Marketing Association. Consequently, the purpose of this study is to examine the effect of customer orientation coaching on employee’s individual performance and financial and non-financial performance of the bank. Design/methodology/approach Accordingly, by using theoretical foundations, this study attempted to present a comprehensive conceptual and theoretical model on the effect of customer orientation coaching on employee and bank performance. The structural equation modelling was run to test the relevant hypotheses. Findings The results showed the significant effect of customer orientation coaching on employee performance either directly or indirectly. Customer orientation, competitor orientation, sales orientation and the long-term orientation of the employees were mediating factors between customer orientation coaching and employee performance. The effect of employee’s performance on the financial and non-financial performance of the bank was also significant. Originality/value These results help to understand the importance of coaching for developing customer orientation and perception about competitor orientation, sales orientation and long-term orientation of employees and their effect on individual and organisational performance.

The purpose of this study is to provide some insights regarding the Internet advertising Pleasure, IAP. The recent negative trends and deficiencies in Internet advertising makes it imperative to study various factors affecting this area of marketing and explain why people have not enough willingness to click on advertisements. This study builds a comprehensive theoretical model explaining the internet advertising pleasure. By administrating a survey, the paper examined the 288 Internet users' reactions in Iran. A structural equation model and AMOS software were used to analyze the data. A total of five latent variables of internet advertising pleasure were examined: prior experience, website pleasure (attitude toward website), and arousal as antecedents; and attitude toward brand and purchase intention as consequences. The paper found that regardless of “Website pleasure” and “Arousal,” these constructs successfully explain Internet advertising pleasure by incorporating advertising relaxedness, advertising happiness, and advertising satisfaction. The prior experience was found to be the most significant for explaining Internet advertising pleasure. This study offers one of the first attempts to build a comprehensive theoretical model explaining Internet Advertising Pleasure, IAP. Second, this study offers a new scale for internet advertising pleasure with higher content validity.

One distinguishing factor of individuals is their lifestyles. In the internet, every individual shows a different behavior while some groups have rather similar behaviors. By identifying these groups and their interests and preferences, it becomes possible to offer a product or advertising which is compatible with their wants. This leads to conveying the value presented by the producer to the consumer with high effectiveness. One source of identifying target customers or internet users is their lifestyle in internet space. The present study aims at describing and explaining internet lifestyle (e-lifestyle) of Iranian users. In particular, this study tries to find out the most common e-lifestyle of Iranian users. To this aim, 412 students involved with internet were surveyed. After estimating the construct validity of the study through confirmatory factor analysis, the mean scores of each e-lifestyle were compared by student t-test. The results revealed that Iranian users have mostly entertainment-driven e-lifestyles. The perceived importance-driven, sociability-driven, interest-driven, novelty-driven, need-driven, and uninterested or concern-driven e-lifestyles were respectively identified after that. This is the first study investigating the most common e-lifestyle among Internet users.