engleski

THE ADVERTISING ATTITUDES OF INTERNET ADS: A STUDY AMONG CROATIAN GENERATION Z

Generation Z is starting to occupy an increasingly significant place in the market, thus dictating the ways in which the market operates according to their needs. This paper aims to determine the importance and impact of online advertising on the youngest consumer group- Generation Z, by testing the Ducoffe advertising value model. According to the testing model, informativeness, entertainment, irritation, and credibility were considered as antecedents of direct influence on the perceived value and attitude about internet ads. The results show that the informativeness, entertainment, and credibility of internet ads have an immediate positive impact on the perception of their value. The perception of irritation for Generation Z does not appear to have a relevant impact on the value of internet ads. In addition to influencing the perception of the importance of ads, entertainment also has a direct positive effect on forming an internet advertising attitude while credibility has not. According to previous research, a direct positive correlation between the perception of value and attitude about Internet advertising has been established.

Generation Z, advertising value, attitude towards Internet advertising

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