Advertising as an industry is growing year by year and inputs vary widely between different forms of media. The Internet has been on the rise recently in front of the television and other traditional media formats. Abroad, a small number of studies have been conducted on whether consumers trust advertising messages. Trust is already such a complex social construct, and trust in advertising especially is a multidimensional construct with separate components of reliability in the information obtained through advertising messages, the estimated usefulness of this information, and the willingness to rely on it. A survey developed abroad and the AD TRUST questionnaire found out that consumer trust in advertising differs from one medium to another, and the level of trust is also influenced by different socio-demographic factors. This paper represents the first adaptation of the AD TRUST questionnaire for the Slovenian market, with which we also performed an analysis among Slovenian consumers in the case of four media groups and compared the results with research abroad and contexts of investments in advertising and media use on the Slovenian market.
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