magistrsko delo
Tadeja Vaupotič (Author), Klement Podnar (Mentor)

Abstract

V tem magistrskem delu je obravnavana tema odnosa milenijcev do oglaševanja. Gre za generacijo posameznikov, ki so bili rojeni med leti 1980 in 2000 in ta trenutek praviloma predstavljajo populacijo z največjo kupno močjo, zato je poznavanje njihovih preferenc in vedenja za oglaševalce ključnega pomena. Ker je medijska krajina močno zasičena z oglasnimi sporočili, je zanje pomembno, da poznajo tudi vrednote te generacije in njihov odnos do oglaševanja. Raziskovanje v tej magistrski nalogi preko različnih teoretičnih in metodoloških pristopov vodi do ugotovitve odnosa milenijcev do oglaševanja na splošno, pa tudi specifično odnosa do oglaševanja na družbenem omrežju Facebook. Obe področji sta najprej predstavljeni s teoretičnega vidika, nato pa s pomočjo eksplorativne statistične analize z opisnimi statistikami ter regresijske analize še podrobneje raziskani na reprezentativnem vzorcu. Izsledki so pokazali, da je odnos slovenskih milenijcev do oglaševanja sicer po večini pozitiven, medtem ko je odnos do oglaševanja na Facebooku prevladujoče negativen. Regresijska analiza je pokazala, da imajo emocionalna, kognitivna in vedenjska dimenzija odnosa približno enakovreden vpliv na odnos milenijcev do Facebook oglaševanja, pri čemer malenkostno izstopa vpliv emocionalne dimenzije.

Keywords

odnos do oglaševanja;oglaševanje;milenijci;Oglaševanje;Družbena omrežja;Mladi odrasli;Magistrska dela;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UL FDV - Faculty of Social Sciences
Publisher: [T. Vaupotič]
UDC: 659.1(043.2)
COBISS: 56607747 Link will open in a new window
Views: 313
Downloads: 108
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Other data

Secondary language: English
Secondary title: Millennial's Attitude toward Advertising
Secondary abstract: In this master's thesis, the topic of the attitude of Millennials towards advertising is discussed. This is a generation of individuals born between 1980 and 2000, and at the moment they typically represent the population with the highest purchasing power, so knowing their preferences and behaviors is of key importance for advertisers. Because the media landscape is highly saturated with advertising messages, it is important for them to know the values of this generation and their attitude towards advertising. Research in this master's thesis through various theoretical and methodological approaches leads to the determination of the attitude of Slovenian millennials toward advertising in general, as well as specifically the attitude toward advertising on the social network Facebook. Both areas are first presented from a theoretical point of view, and then, with the help of exploratory statistical analysis with descriptive statistics and regression analysis, they are researched in detail on a representative sample. Analysis results showed that the attitude of Slovenian Millennials toward advertising is mostly positive, while their attitude toward advertising on Facebook is predominantly negative. Regression analysis showed that the emotional, cognitive and behavioral dimensions of the attitude have an approximately equivalent impact on Millennialsʼ attitude toward Facebook advertising, with the influence of the emotional dimension slightly standing out.
Secondary keywords: attitude toward advertising;advertising;Millennials;Advertising;Social networks;Young adults;Master's theses;
Type (COBISS): Master's thesis/paper
Study programme: 0
Embargo end date (OpenAIRE): 1970-01-01
Thesis comment: Univ. v Ljubljani, Fak. za družbene vede
Pages: 90 str.
ID: 12635979