Odnos slovenskih milenijcev do Facebook oglasov : magistrsko delo

Kokol, Maruša (author), Podnar, Klement (mentor)

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«.

• Language: Slovenian
• Keywords: odnos do oglaševanja, milenijci, družbeni pomen oglaševanja, ekonomski pomen oglaševanja.
• Work type: Master's thesis/paper
• Typology: 2.09 - Master's Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: [M. Kokol]
• Year: 2020
• Number of pages: 68 str.
• PID: 20.500.12556/RUL-120337
• UDC: 659.1:004.774.1FB(043.2)
• COBISS.SI-ID: 30619651
• Publication date in RUL: 18.09.2020

Secondary language

• Language: English
• Title: Attitude of Slovenian millennials towards advertisements on Facebook

Abstract

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".

• Keywords: attitude towards advertising, millennials, social role of advertising, economic role of advertising.