Dojemanje nativnega oglaševanja na novičarskih spletnih portalih

magistrsko delo

Demi Stamenković (Author), Tina Tomažič (Mentor), Jani Pavlič (Co-mentor)

Abstract

V magistrski nalogi smo se ukvarjali s preučevanjem dojemanja nativnega oglaševanja na novičarskih spletnih portalih. Avtorji obstoječih raziskav navajajo, da nativni oglasi ustrezajo obliki in funkciji platforme, na kateri se pojavljajo oziroma se zelo dobro zlijejo s to. Ugotovili smo, da imamo v Zakonu o medijih, Slovenskem oglaševalskem kodeksu in Kodeksu društva novinarjev Slovenije zapisano, da mora biti sponzorirana vsebina zmeraj označena, primanjkuje pa jasnih navodil, kako naj bo ta označena. Analiza treh spletnih novičarskih portalov je pokazala, da vsi trije analizirani portali objavljajo nativne oglase, da ima največjo frekvenco objavljanja teh portal zadovoljna.si in da so v veliki večini nativni oglasi zmeraj označeni, do odstopanj pri označevanju pa prihaja le na portalu zadovoljna.si. Zanimalo nas je tudi, ali javnost prepoznava razliko med uredniško vsebino in nativnim oglasom in ugotovili smo, da večina sodelujočih v anketnem vprašalniku uspešno prepozna razliko, vendar pa se je izkazalo, da jih kljub temu večina ne pozna koncepta in termina nativno oglaševanje.

Keywords

nativno oglaševanje;digitalni marketing;oglaševanje;novičarski spletni portali;magistrske naloge;

Data

Language:	Slovenian
Year of publishing:	2021
Typology:	2.09 - Master's Thesis
Organization:	UM FERI - Faculty of Electrical Engineering and Computer Science
Publisher:	[D. Stamenkovič]
UDC:	659.11:004.773/.774(043.2)
COBISS:	90324483
Views:	215
Downloads:	49
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Perception of native advertising on news web portals
Secondary abstract:	In this master thesis we studied the perception of native advertising on news websites. Different authors state that native ads fit the form and function of the platform on which they appear or blend very well with it. We found that the Media Act, the Slovenian Advertising Code and the Slovenian Journalists' Association Code state that sponsored content must always be labelled, but there is a lack of clear guidance on how it should be labelled. The analysis of the three online news portals showed that all three analysed portals use native advertisements, that the portal zadovoljna.si has the highest frequency of native advertisements, and that the vast majority of native advertisements are always tagged, with deviations in tagging only occurring on the portal zadovoljna.si. We were also interested in whether the public recognised the difference between editorial content and the native ad, and we found that the majority of respondents in the survey successfully recognized the difference, but it turned out that most of them were still not aware of the concept and term of native advertising.
Secondary keywords:	native advertising;digital marketing;advertising;news web portals;
Type (COBISS):	Master's thesis/paper
Thesis comment:	Univ. v Mariboru, Fak. za elektrotehniko, računalništvo in informatiko, Medijske komunikacije
Pages:	IX, 98 f.
ID:	13519249