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The recent negative trends leading to a lack of competitive advantage in small businesses and the advantages of internet advertising makes it imperative to study various factors affecting this area of marketing.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Design\/methodology\/approach<\/jats:title><jats:p>This study reviewed 59 previous related studies, resulting in a comprehensive theoretical framework which explains the advantages of internet advertising for small to medium\u2010sized enterprises (SMEs). Via questionnaire, the paper compiles 346 Iranian experts\u2019 opinions in order to test the validity and applicability of variables in Iran. A structural equation model and LISREL software were used to analyze the data.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Findings<\/jats:title><jats:p>A total of seven latent variables of internet advertising adoption were examined: advertising agencies, internet publishers, small and middle\u2010sized enterprises, government role, e\u2010commerce development and user types. The paper found that these constructs successfully explain internet advertising adoption by incorporating readiness and globalization stages. The small and medium\u2010sized enterprises were found to be the most significant for explaining internet advertising adoption.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Research limitations\/implications<\/jats:title><jats:p>The sample was restricted to Iranian experts.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>This study offers one of the first attempts to build a comprehensive theoretical model explaining internet advertising adoption. Second, this study offers a new scale for internet advertising adoption with higher content validity.<\/jats:p><\/jats:sec>","DOI":"10.1108\/10662241211251015","type":"journal-article","created":{"date-parts":[[2014,11,4]],"date-time":"2014-11-04T07:19:31Z","timestamp":1415085571000},"page":"499-526","source":"Crossref","is-referenced-by-count":37,"title":["Internet advertising adoption: a structural equation model for Iranian SMEs"],"prefix":"10.1108","volume":"22","author":[{"given":"Payam","family":"Hanafizadeh","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Mehdi","family":"Behboudi","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Fahimeh","family":"Ahadi","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Fatemeh","family":"Ghaderi Varkani","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","reference":[{"key":"key2022031220321114100_b1","doi-asserted-by":"crossref","unstructured":"Alam, I. 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