This master’s thesis explores the influence of online advertising context on brand perception. The research stems from the increasing complexity of the digital advertising landscape, where brands often inadvertently appear alongside negative, controversial, or inappropriate content. The theoretical part reviews contemporary literature on concepts such as brand perception, brand safety, the influence of emotional content context on advertising, and the role of influencers in shaping consumer attitudes. The empirical part is based on a combination of quantitative and qualitative analysis. A web-based survey was conducted, including Likert-scale items, open-ended questions, and an experiment involving two versions of the same ad—one placed within negative content, the other within neutral content. The findings show that digital users perceive advertising context as an important factor influencing both brand perception and purchase intention. Respondents with media literacy were found to be even more sensitive to such contextual aspects. The thesis confirms that modern digital advertising must consider the safe and meaningful placement of ads within content environments. The main recommendation for brands is to consistently monitor their ad placements and carefully select both influencers and advertising platforms to ensure a protected and trustworthy brand presence.
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