Attitudes towards advertising are known to change between different generations, with each generation having its own – different – view of advertising than the other. In recent years, with the aging of the generations, Generation Z has come to the fore, and at the same time, after finishing their education, they are already entering the labor market. For them, viewed from a marketing point of view, they say that as consumers they are "hard to catch" as far as advertising or conversions associated with it are concerned. That is why, in my master's thesis, using regression analysis, I investigated what their attitude towards advertising is, relating it to the fairly new and trendy social network TikTok, which in the last five years, since the beginning of its arrival, has achieved a record growth of users, among which are largely members of Generation Z, who prefer short video clips – which also includes advertising content from companies. With the help of regression analysis, based on data from the survey questionnaire, I concluded which factors, based on the method of use and satisfaction of the media, influence the attitude towards advertising on the social network TikTok among this generation and to the conclusion regarding the avoidance of videos with advertising content on this social network. The findings are a contribution to the literature in the field of attitudes towards advertising among Generation Z and contribution to the literature in the field of the TikTok social network.
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