Vplyv informácie o pôvode reklamného oznámenia na postoje spotrebiteľov

Abstract

This thesis examined the impact of information about the origin of advertisements on consumer attitudes and their perceived credibility in the context of digital marketing and the development of artificial intelligence. The objective was to identify the extent to which the source of an advertisement contributes to its overall evaluation. The theoretical section analyzed the issues surrounding advertising, its psychological impact, credibility, and trends—including AI—based on an empirical literature review. The practical section is based on quantitative questionnaire research and regression analysis of the data. The results indicate a rather neutral to slightly positive attitude toward the advertisement and a more cautious approach when the creator is unknown. However, the creator’s identity did not prove to be a significant factor in credibility, unlike the respondents’ experiences with AI. The collected and analyzed data served as the basis for formulating proposals and recommendations for marketing practice as well as for the strategic phases of advertising creation.