Odnos milenijcev do oglaševanja v Sloveniji

Senica, Ana (author), Podnar, Klement (mentor)

Odnos do oglaševanja je pomemben prediktor odnosa do specifičnega oglasa in tako pomembno vpliva na odnos do blagovne znamke, nakupno namero ter na učinkovitost oglaševanja. Generacija milenijcev kot največja skupina potrošnikov na trg prinaša nove oblike medijske potrošnje, zato skuša diplomsko delo pojasniti njen odnos do oglaševanja. Glavni namen diplomskega dela je ugotoviti, ali in kako osebna dejavnika uživanje v nakupovanju in cenovna občutljivost vplivata na odnos slovenskih milenijcev do tradicionalnega (televizijskega) in novega (spletnega) oglaševanja ter primerjati ta odnos glede na medij posredovanja. Izvedena je bila raziskava, ki je zajemala 365 predstavnikov generacije milenijcev. Za analiziranje podatkov sta bili uporabljeni analiza korelacije ter regresijska analiza. Statistična analiza je pokazala, da je uživanje v nakupovanju šibko pozitivno povezano z odnosom milenijcev do televizijskega in spletnega oglaševanja. Hipotezo o povezanosti cenovne občutljivosti in odnosa do oglaševanja smo zavrnili. Ugotavljamo še, da imajo slovenski milenijci bolj pozitiven odnos do spletnega kot do televizijskega oglaševanja.

• Language: Slovenian
• Keywords: milenijci, odnos do oglaševanja, cenovna občutljivost, uživanje v nakupovanju
• Work type: Bachelor thesis/paper
• Organization: FDV - Faculty of Social Sciences
• Year: 2018
• PID: 20.500.12556/RUL-102785
• COBISS.SI-ID: 35808093
• Publication date in RUL: 08.09.2018

Secondary language

• Language: English
• Title: Millennial attitude towards advertising in Slovenia

Abstract

Attitude towards advertising is an important predictor of attitude towards a specific ad and has a significant impact on the attitude towards a brand, buying intention, and advertising effectiveness. Millennial generation is the largest consumer group and is bringing new forms of media consumption to the market; this paper therefore tries to illustrate its attitude towards advertising. The main purpose of this paper is to find out if and how personal factors shopping enjoyment and price sensitivity impact Slovene Millennials’ attitude towards traditional (television) and new (web) advertising, and to compare those attitudes considering those two kinds of media. A research that included 365 Millennials was performed. To analyse the collected data, correlation analysis and regression analysis were used. Statistical analysis showed a weak positive correlation between shopping enjoyment and Millennial attitude towards television and web advertising. We rejected the hypothesis on correlation between price sensitivity and attitude towards advertising. Slovene Millennials’ attitude also showed to be more positive towards web advertising than towards television advertising.

• Keywords: millennials, attitude towards advertising, price sensitivity, shopping enjoyment