Colour analysis in paid social media advertising : the influence of analogous and complementary colours on likeability, trust, and purchase intention

Milavec, Ela (author), Vida, Irena (mentor), Čater, Barbara (member of the commission for defense), Bodlaj, Mateja (member of the commission for defense)

• Language: English
• Keywords: marketing, sensory marketing, purchasing, decision making, consumer behaviour, advertisement, trust
• Work type: Master's thesis/paper
• Typology: 2.09 - Master's Thesis
• Organization: EF - School of Economics and Business
• Place of publishing: Ljubljana
• Publisher: E. Milavec
• Year: 2026
• Number of pages: 1 spletni vir (1 datoteka PDF (II, 45, 10 str.)
• PID: 20.500.12556/RUL-183435
• UDC: 659.1
• COBISS.SI-ID: 273227267
• Publication date in RUL: 12.06.2026

Secondary language

• Language: Slovenian
• Title: Analiza barv v plačanem oglaševanju na družbenih medijih: vpliv analognih in komplementarnih barv na všečnost, zaupanje in nakupno namero : master's thesis
• Keywords: trženje, senzorično trženje, nakup, odločanje, vedenje potrošnikov, oglas, zaupanje