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.
|
