Prioritization of the Advertising Activities of Tehran Stock Exchange Investment Companies based on Investors' Financial Literacy using Step-by-Step ANP Approach

Abstract

Understanding financial literacy and knowing the financial skills that an investor can invest in Tehran Stock Exchange are very important in order to reduce investor's concerns and worries. Hence, investment companies that invest on behalf of their stockholders can reduce these concerns and worries. Therefore, the advertising activities of these companies are important in attracting investors, as well as providing company activities, etc. In this paper, the appropriate criteria and desired advertising activities that are obtained by financial literacy for investment companies, which are invested in Tehran Stock Exchange, are outlined. These advertising activities are ranked by using the step-by-step approach of analytic network process which is a multi-criteria decision-making method. According to its results, advertising activities using TV has the most weight among other advertising activities. This indicates that the use of television for advertising in company investments in Tehran Stock Exchange will be very influential. Also, social networks are ranked second, and in the end, two activities of billboards and magazines with a very small difference are placed in the fifth and sixth rankings. These two advertising activities have less effect than other ones in Tehran Stock Exchange investment companies.