20.500.12556/RUL-170673 Pomen varnega digitalnega okolja oglasa za percepcijo znamke magistrsko delo The importance of a safe digital advertising environment for brand perception Magistrska naloga obravnava vpliv konteksta spletnega oglaševanja na percepcijo znamk. Izhodišče raziskave predstavlja vse večja kompleksnost digitalnega oglaševalskega prostora, kjer se blagovne znamke pogosto nenamerno znajdejo v okolju, ki je negativno, sporno ali neustrezno. Teoretični del zajema pregled sodobne literature o konceptih percepcije znamke, varnosti znamk, vplivu čustvenega konteksta vsebine na oglas in vlogi vplivnežev pri oblikovanju stališč potrošnikov. Empirični del temelji na kvantitativni in kvalitativni analizi. Uporabljena je bila spletna anketa, ki je zajemala Likertove lestvice, odprta vprašanja in eksperiment z dvema različicama oglasa – eno umeščeno v negativno vsebino, drugo v nevtralno. Rezultati kažejo, da digitalni uporabniki zaznavajo kontekst kot pomemben dejavnik, ki vpliva na njihovo percepcijo znamke ter na namero o nakupu. Ugotovljeno je tudi, da medijsko pismeni anketiranci tovrstne vidike zaznavajo še intenzivneje. Naloga potrjuje, da mora sodobno digitalno oglaševanje upoštevati varno in smiselno umeščenost v vsebinski kontekst. Priporočilo za blagovne znamke je dosledno spremljanje oglasnega prostora ter odgovorno izbiro vplivnežev in oglasnih platform. This master’s thesis explores the influence of online advertising context on brand perception. The research stems from the increasing complexity of the digital advertising landscape, where brands often inadvertently appear alongside negative, controversial, or inappropriate content. The theoretical part reviews contemporary literature on concepts such as brand perception, brand safety, the influence of emotional content context on advertising, and the role of influencers in shaping consumer attitudes. The empirical part is based on a combination of quantitative and qualitative analysis. A web-based survey was conducted, including Likert-scale items, open-ended questions, and an experiment involving two versions of the same ad—one placed within negative content, the other within neutral content. The findings show that digital users perceive advertising context as an important factor influencing both brand perception and purchase intention. Respondents with media literacy were found to be even more sensitive to such contextual aspects. The thesis confirms that modern digital advertising must consider the safe and meaningful placement of ads within content environments. The main recommendation for brands is to consistently monitor their ad placements and carefully select both influencers and advertising platforms to ensure a protected and trustworthy brand presence. varnost znamke digitalno oglaševanje percepcija znamke brand safety digital advertising brand perception true true false P. Kos Slovenski jezik Angleški jezik Magistrsko delo/naloga 2025-07-12 08:30:02 2025-07-12 08:30:10 2025-08-06 11:54:36 0000-00-00 00:00:00 2025 0 Ljubljana 0 Ljubljana 1 spletni vir (1 datoteka PDF (73 str.)) 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.1:004.738.5(043.2) 175757 245003011 19911.pdf 19911.pdf 1 9FB52BCC5093A86698D49BEC1E664C95 60e5890c4a2f3675361e21f2c88eb414595dad6acea285d57e07366c4fb53f83 c0af23dc-5ee7-11f0-b232-0050569b8976 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=212718 Fakulteta za družbene vede 0 0 0