Background & Purpose: Internet advertising has a significant effect in improving customer awareness. Different people have different reactions to internet advertising, and the targeted design and deployment of advertising mechanisms plays an effective role in realizing the organization's goals. Based on this, in the current research, the design of the driving model of innovation in online advertising is discussed in the context of digital marketing.
Methodology: This research is an applied research in terms of purpose and a mixed research in terms of method. In the qualitative part, the thematic strategy was used, and in the quantitative part, the descriptive survey strategy was used. The research data were collected in the qualitative part through semi-structured interviews and in the quantitative part through a questionnaire. In the qualitative section, the opinions of 15 professors and experts in the field of marketing were used using the purposeful sampling method. Also, research questionnaires were distributed among 384 customers of Digi-Kala and Atma store. Data analysis was done in the qualitative part through three-step coding and in the quantitative part through structural equation modeling.
Findings: Based on the research data analysis, the driving model of innovation in online advertising in the context of digital marketing includes two overarching themes (intra-organizational drivers and environmental drivers) and seven organizing themes (organizational technology, human resources, financial resources, research and development for drivers) internal organizations and legal factors, technological factors and social factors for environmental drivers) and 30 basic themes. The results of the analysis of structural equations also indicated the confirmation of the research model and its appropriate fit.
Conclusion:. Since the methods of online advertising are very diverse and constantly changing, innovation in its implementation methods is very necessary. The findings of the present research can be a guide for managers and executives.