Analýza mezigeneračních rozdílů ve vnímání online reklamy
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Vysoká škola báňská – Technická univerzita Ostrava
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Abstract
The bachelor’s thesis focuses on the analysis of intergenerational differences in the perception of online advertising. The aim of the thesis is to compare the attitudes of different age groups towards online advertising, particularly in terms of credibility, intrusiveness, and perception of advertising formats. The theoretical part defines marketing communication, advertising, and online advertising. The practical part is based on a questionnaire survey conducted among respondents from different generations. The results reveal differences in the use of digital platforms as well as in attitudes towards online advertising among individual age groups. The thesis also includes proposals and recommendations based on the research findings.
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online advertising, age generations, marketing communication, advertising perception, generational differences, social media, questionnaire survey