20.500.12556/RUL-125330 Odnos milenijcev do oglaševanja magistrsko delo Millennial's Attitude toward Advertising 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. 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 Millennials’ attitude toward Facebook advertising, with the influence of the emotional dimension slightly standing out. Odnos do oglaševanja oglaševanje milenijci. Attitude toward advertising advertising Millennials. true true false [T. Vaupotič] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2021-03-11 08:30:08 2021-03-11 08:30:12 2022-09-05 03:50:12 0000-00-00 00:00:00 2021 0 Ljubljana 0 Ljubljana 90 str. 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.1(043.2) 125774 56607747 4306.pdf 4306.pdf 1 B20305CFEB32A5D655C76BA75B6E4D68 51ff096b67bbfa8c932675d490e17aa5e8d7b26c4b5c6f062b815cfd1e8c7692 b0b3f30b-a1bb-11eb-a523-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=141010 Fakulteta za družbene vede 0 0 0