Naslov
Generation Z Attitude Towards TV Advertising in Croatia

Autori
Dobrinić, Damir

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
6th CRODMA Conference 2021 / Vlastelica, T. ; Zdrilić, I. ; Cvetko, L. - Varaždin : Hrvatska udruga za direktni i interaktivni marketing (CRODMA), 2021, 137-150

Skup
6th CRODMA Conference 2021

Mjesto i datum
Varaždin, Hrvatska, 22.10.2021

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Generation Z ; TV Advertising ; Model of advertising value ; Informativeness, Entertainment ; Irritation, Credibility

Sažetak
This paper aims to establish the values and attitudes of Generation Z on television advertising. The research is based on a validation of a theoretical model defined by Ducoffe. The model examines the impact of the variable's informativeness, entertainment, irritation, and credibility on the perception of television ad value and the influence of entertainment, credibility, and perceived advertising value on attitude toward TV advertising. Postgraduate and graduate students in the Republic of Croatia, representing their Generation Z by their age, were used as a sample. For analysing structural relationship between variables in the model and testing hypotheses SEM statistic analyse was use. According to previous research, the results show that all variables, except irritation, have a significant effect on the value of TV ads. The perception of the value of TV ads has a direct effect on the formation of TV advertising attitude. In contrast, unexpectedly, irritation has no significant direct effect on the perception of TV advertising value as well as credibility on TV advertising attitude. Research findings can contribute to the creation and adaptation of marketing and communication strategies, according to Generation Z.

Izvorni jezik
Engleski

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