FSS, J. Goričar Central Social Sciences Library, Ljubljana (ODKLJ)
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Zaupanje slovenskih potrošnikov v oglaševanje različnih medijev : magistrsko deloPerovšek, Nika, 1994-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.Type of material - master's thesis ; adult, seriousPublication and manufacture - Ljubljana : [N. Perovšek], 2022Language - slovenianCOBISS.SI-ID - 105014531
Author
Perovšek, Nika, 1994-
Other authors
Lah, Marko
Topics
Mediji |
Oglaševanje |
Potrošniki |
Univerzitetna in visokošolska dela |
zaupanje |
mediji oglaševanja |
AD TRUST |
trust |
media formats |
AD TRUST
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Č Ms 0000017429 Closed stacks Č Ms 17429 Closed stacks |
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Database name | Field | Year |
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Links to authors' personal bibliographies | Links to information on researchers in the SICRIS system |
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Perovšek, Nika, 1994- | |
Lah, Marko | 08714 |
Source: Personal bibliographies
and: SICRIS
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