Analýza postojů spotřebitelů k reklamě na sociálních sítích

Abstract

The aim of this bachelor thesis is to analyse consumer behaviour towards advertisements on social media. It is devoted to the theoretics of consumer behaviour and the online advertising market. The different concepts related to the issue are discussed. The research part focuses on the analysis of the perception of advertising on specific social networks, familiarity with technical terms related to advertising, and opinions on the appearance of ads. The data revealed the respondents' attitudes towards advertising, and their knowledge and opinions. Further, recommendations for future research and advertisers were suggested from the data.