magistrsko delo
Maruša Kokol (Avtor), Klement Podnar (Mentor)

Povzetek

Facebook je družbeno omrežje, ki beleži šestnajst let obstoja. To spletno mesto je z leti postalo mnogo več, tako za uporabnike kot tudi za podjetja in blagovne znamke. Milenijci so za oglaševalce in podjetja zanimivi, saj so trenutno najštevilčnejša skupina potrošnikov na globalnem trgu in spreminjajo način, kako podjetja gledajo na svoje potrošnike. Namen magistrskega dela je bil dvojen. Prvič, da ugotovim, kakšen je odnos slovenskih milenijcev do oglasov na Facebooku, ter drugič, da preverim vpliv stališča, da oglaševanje spodbuja materializem in da je oglaševanje dobro za gospodarstvo, na odnos do oglasov na Facebooku. Statistična analiza je pokazala, da ima preučevani vzorec negativen odnos do Facebook oglasov, saj jih dojemajo kot iritabilne, neinformativne, nekredibilne in nezabavne. Izkazalo se je, da se milenijci v povprečju strinjajo s tem, da oglaševanje spodbuja materializem, manj pa so prepričani o gospodarskem vplivu oglaševanja. Z regresijsko analizo sem potrdila tudi povezanost med odvisno spremenljivko "odnos do oglasov na Facebooku" ter neodvisnima spremenljivkama "oglaševanje spodbuja materializem" in "oglaševanje je dobro za gospodarstvo".

Ključne besede

odnos do oglaševanja;milenijci;družbeni pomen oglaševanja;ekonomski pomen oglaševanja;Oglaševanje;Mladina;Facebook;Potrošniki;Magistrska dela;

Podatki

Jezik: Slovenski jezik
Leto izida:
Tipologija: 2.09 - Magistrsko delo
Organizacija: UL FDV - Fakulteta za družbene vede
Založnik: [M. Kokol]
UDK: 659.1:004.774.1FB(043.2)
COBISS: 30619651 Povezava se bo odprla v novem oknu
Št. ogledov: 364
Št. prenosov: 110
Ocena: 0 (0 glasov)
Metapodatki: JSON JSON-RDF JSON-LD TURTLE N-TRIPLES XML RDFA MICRODATA DC-XML DC-RDF RDF

Ostali podatki

Sekundarni jezik: Angleški jezik
Sekundarni naslov: Attitude of Slovenian millennials towards advertisements on Facebook
Sekundarni povzetek: Facebook is a social network that has been in existence for sixteen years and has gradually become much more for its users and for the companies as well. Millennials are an interesting segment for marketers, as they are currently the largest generational cohort in the market. They are also changing the way brands and companies view their consumers. The purpose of this master%s thesis is twofold. Firstly, I wanted to find out the attitude of Slovenian millennials towards Facebook advertisements and secondly, to see if the two beliefs about the role of advertising affect that attitude. The first belief states that advertising promotes materialism and the second states that advertising is good for the economy. A statistical analysis showed that the sample had a negative attitude towards Facebook advertisements, because they perceive them as irritable and not informative, credible or entertaining. The results also showed that Slovenian millennials on average agree that advertising promotes materialism, but they are less inclined to believe that advertising is good for the economy. Regression analysis proved there is a relationship between the dependent variable "attitude towards Facebook advertisements" and the two independent variables "advertising promotes materialism" and "advertising is good for the economy".
Sekundarne ključne besede: attitude towards advertising;millennials;social role of advertising;economic role of advertising;Advertising;Youth;Facebook (Electronic resource);Consumers;Master's theses;
Vrsta dela (COBISS): Magistrsko delo/naloga
Študijski program: 0
Konec prepovedi (OpenAIRE): 1970-01-01
Komentar na gradivo: Univ. v Ljubljani, Fak. za družbene vede
Strani: 68 str.
ID: 12042746