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Translated Title

Attitudes to Online Advertising and Influence on Young People's Behavior

Please Note:

This article is in Slovenian.

Ključne besede

spletno oglaševanje, vedenje mladih, model stališč, vrednot in vedenja, Slovenija

Keywords

online advertising, young people's behavior, model of views, values and behavior, Slovenia

Povzetek

Današnji otroci in mladostniki so prva popolna digitalna generacija, ki bodo spremenili pravila rabe informacijske tehnologije, komunikacije in trženja. V članku sem pozornost namenila modelu raziskave stališč/vrednot/vedenja do internetnega oglaševanja pri otrocih, ki sem ga s pregledom obstoječe literature najprej začela s kritičnim pregledom obstoječih modelov za odrasle. Članek govori o raziskavi, strukturi in metodologiji raziskave (operacionalizacija spremenljivk, zbiranje podatkov, zanesljivost in veljavnost merjenja, oblikovanje hipotez), značilnosti vzorca med mladimi v Sloveniji. Analizirali smo dobljene rezultate in preverili hipoteze ter ustreznost modela raziskave stališč/vrednot/ vedenja mladih v Sloveniji do spletnega oglaševanja v primerjavi z obstoječimi modeli za odrasle.

Abstract

Today's children and adolescents are the first fully digital generation, changing the rules of how we use information technology, communication and marketing. In the article, I addressed the model of attitudes/values/behaviours to Internet advertising among children by reviewing the existing literature, starting by critically reviewing existing models for adults. The article describes the structure and methodology of the research (operationalisation of variables, data collection, reliability and validity of measurement, hypothesis development) and the sample characteristics (young people in Slovenia). We analysed the results obtained, tested the hypotheses, and evaluated the adequacy of the proposed research model for attitudes/values/behaviours to online advertising in Slovenia compared to existing models for adults.

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