magistrsko delo
Nastja Oset (Author), Klement Podnar (Mentor)

Abstract

Znano je, da se odnos do oglaševanja med različnimi generacijami spreminja, pri čemer ima vsaka generacija svoj – drugačen – pogled na oglaševanje kot druga. Zadnja leta s staranjem generacij v ospredje prihaja generacija Z, ki ob tem po zaključenem šolanju tudi že vstopa na trg dela. Zanje, gledano z marketinškega vidika, pravijo, da so kot potrošniki »težko ulovljivi«, kar se tiče oglaševanja oz. konverzij, povezanih z njim. Zato sem v svoji magistrski nalogi s pomočjo regresijske analize raziskala, kakšen je njihov odnos do oglaševanja, pri čemer sem se navezala na dokaj novo in trendovsko družbeno omrežje TikTok, ki je v zadnjih petih letih, od začetka svojega prihoda, doseglo rekordno rast uporabnikov, med katerimi so v veliki meri pripadniki generacije Z, ki imajo raje vsebino kratkih video posnetkov, med katerimi so tudi oglasne vsebine s strani podjetij. S pomočjo regresijske analize podatkov iz anketnega vprašalnika sem prišla do ugotovitev, kateri dejavniki na podlagi metode uporab in zadovoljitev medijev vplivajo na odnos do oglaševanja na družbenem omrežju TikTok pri tej generaciji ter do ugotovitve glede izogibanja videov z oglasno vsebino na tem družbenem omrežju. Ugotovitve so prispevek k literaturi s področja odnosa do oglaševanja pri generaciji Z ter literaturi s področja družbenega omrežja TikTok.

Keywords

odnos do oglaševanja;izogibanje oglaševanju;generacija Z;TikTok;

Data

Language: Slovenian
Year of publishing:
Typology: 2.09 - Master's Thesis
Organization: UL FDV - Faculty of Social Sciences
Publisher: [N. Oset]
UDC: 659.1:077.5(043.2)
COBISS: 222800899 Link will open in a new window
Views: 116
Downloads: 37
Average score: 0 (0 votes)
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Other data

Secondary language: English
Secondary title: Generation Z's attitudes towards advertising on TikTok
Secondary abstract: Attitudes towards advertising are known to change between different generations, with each generation having its own – different – view of advertising than the other. In recent years, with the aging of the generations, Generation Z has come to the fore, and at the same time, after finishing their education, they are already entering the labor market. For them, viewed from a marketing point of view, they say that as consumers they are "hard to catch" as far as advertising or conversions associated with it are concerned. That is why, in my master's thesis, using regression analysis, I investigated what their attitude towards advertising is, relating it to the fairly new and trendy social network TikTok, which in the last five years, since the beginning of its arrival, has achieved a record growth of users, among which are largely members of Generation Z, who prefer short video clips – which also includes advertising content from companies. With the help of regression analysis, based on data from the survey questionnaire, I concluded which factors, based on the method of use and satisfaction of the media, influence the attitude towards advertising on the social network TikTok among this generation and to the conclusion regarding the avoidance of videos with advertising content on this social network. The findings are a contribution to the literature in the field of attitudes towards advertising among Generation Z and contribution to the literature in the field of the TikTok social network.
Secondary keywords: attitude towards advertising;avoiding advertising Generation Z;TikTok;Družbena omrežja (internet);Oglaševanje;Generacija Z;Univerzitetna in visokošolska dela;
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: 1 spletni vir (1 datoteka PDF (87 str.))
ID: 25491598