Zaupanje slovenskih potrošnikov v oglaševanje različnih medijev : magistrsko delo

Perovšek, Nika (author), Lah, Marko (mentor)

Oglaševanje kot gospodarska panoga v zadnjih letih doživlja rast, kljub negotovim časom pandemije, vložki oglaševanja pa se močno razlikujejo med različnimi oblikami medijev. Internetni mediji so v zadnjem času po številu investicij močno v porastu pred televizijo in ostalimi tradicionalnimi mediji. V tujini je bilo opravljeno sicer manjše število študij o tem, ali potrošniki, ki so hkrati lahko videni tudi kot uporabniki medijev, dejansko zaupajo oglaševalskih sporočilom. Zaupanje je že tako kompleksen družbeni pojav, zaupanje v oglaševanje pa predstavlja večdimenzionalni konstrukt z ločenimi komponentami zanesljivosti na pridobljene informacije preko oglaševalskih sporočil, ocenjene uporabnosti teh informacij in pripravljenost na zanašanje za odločitev za dejanje na podlagi teh informacij. Tuja raziskava, ki je razvila tudi vprašalnik AD TRUST, je ugotovila, da se zaupanje potrošnikov razlikuje glede na vrsto medija oglaševanja, na stopnjo zaupanja pa vplivajo tudi različni socio- demografski dejavniki. Ta naloga predstavlja prvo prilagoditev vprašalnika AD TRUST za slovenski trg, s katerim smo tudi opravili analizo med slovenskimi potrošniki na primeru štirih skupin medijev oglaševanja ter rezultate primerjali z raziskavo v tujini in v luči kontekstov vložkov v oglaševanje in uporabo medijev na slovenskem trgu.

• Language: Slovenian
• Keywords: zaupanje, oglaševanje, mediji oglaševanja, AD TRUST
• Work type: Master's thesis/paper
• Typology: 2.09 - Master's Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: [N. Perovšek]
• Year: 2022
• Number of pages: 58 str.
• PID: 20.500.12556/RUL-136031
• UDC: 659.1:366(043.2)
• COBISS.SI-ID: 105014531
• Publication date in RUL: 08.04.2022

PEROVŠEK, Nika, 2022, Zaupanje slovenskih potrošnikov v oglaševanje različnih medijev : magistrsko delo [online]. Master’s thesis. Ljubljana : N. Perovšek. [Accessed 11 April 2025]. Retrieved from: https://repozitorij.uni-lj.si/IzpisGradiva.php?lang=eng&id=136031

Secondary language

• Language: English
• Title: Slovenian consumers' trust in advertising in various media

Abstract

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.

• Keywords: trust, advertising, media formats, AD TRUST