Oglaševanje, sreča prebivalstva, dohodkovna neenakost in gospodarska rast : magistrsko delo

Čeh, Maja (author), Lah, Marko (mentor)

Magistrska naloga proučuje korelacije med izdatki podjetij v oglaševanje ter gospodarsko rastjo, indeksom sreče in koeficientom dohodkovne neenakosti, v 31-tih državah med odbojem od 2005 do 2019. Za dokazovanje korelacij smo uporabili Pearsonov koeficient korelacije, ki smo ga pridobili s statistično analizo v programu SPSS. Izhajali smo iz treh osnovnih hipotez, ki so oglaševanje sovpada z BDP države, oglaševanje sovpada z nezadovoljstvom prebivalcev in da oglaševanje sovpada z večjo dohodkovno neenakostjo. Za analizo smo uporabili dve meritvi; oglaševanje deljeno s številom prebivalstva ter oglaševanje kot odstotni delež BDP. Ti dve meritvi smo nato statistično analizirali v odnosu do izbranih enot opazovanja. Na osnovi statistične analize smo poiskali korelacije ter jih razvrstili v poenotene skupine, nato smo dokazali stopnjo značilnosti in ustvarili sklep. Zaključki do katerih smo prišli so, da oglaševalski izdatki sovpadajo z BDP države, da oglaševalski izdatki ne sovpadajo z nezadovoljstvom prebivalstva ter da obstaja korelacija med izdatki v oglaševanje ter koeficientom dohodkovne neenakosti.

• Language: Slovenian
• Keywords: oglaševanje, BDP, neenakost, raziskava, sreča
• Work type: Master's thesis/paper
• Typology: 2.09 - Master's Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: [M. Čeh]
• Year: 2021
• Number of pages: 76 str.
• PID: 20.500.12556/RUL-126748
• UDC: 659.1(043.2)
• COBISS.SI-ID: 62451203
• Publication date in RUL: 05.05.2021

Secondary language

• Language: English
• Title: Advertising, happiness, income inequality and economic growth

Abstract

This thesis examines the correlations between adspend and economic growth, the happiness index and the income inequality coefficient. The analysis is based on 31 countries between 2005 and 2019. We used the Pearson correlation coefficient to confirm or refute our hypothesis, which were that adspend is in correlation with the GDP, that adspend is in correlation with the unhappiness of the population and that adspend correlates with the income inequality coefficient. To evaluate the hypothesis we developed two measurements. For the first measurement we divide adspend with the population and for the second measurement we calculated adspend as a percentage of GDP. The two measurements were analysed in relation to the selected observation units in SPSS. Based on statistical analyses, we sought correlations and categorized them into unified groups. The conclusions of the analysis were; adspend corresponds with the GDP, adspend does not correspond with the unhappiness of a country and that there were correlations between adspend and the income inequality ratio.

• Keywords: adspend, GDP, inequality, research, happiness