Naslov
ADVERTISING ON SOCIAL NETWORKS: OPINIONS OF GENERATION Z

Autori
Hodak, Martina ; Slivar, Iva ; Krizmanić, Dean

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

Izvornik
10th International Conference of the School of Economics and Business - Book of abstracts and Conference Proceedings / Krso, Mirza ; Mehić, Eldin - Sarajevo : Ekonomski fakultet Univerziteta u Sarajevu, 2023, 124-133

Skup
10th International Conference of the School of Economics and Business

Mjesto i datum
Sarajevo, Bosna i Hercegovina, 14.10.2022

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
digital marketing, online advertising, generation Z, social networks, advertising on social networks

Sažetak
This paper includes research that determined is there a different opinion about social media advertising between different generations. The main purpose of this paper was to determine what affects the decision-making process when it comes to social media advertising with generation Z, to introduce theoretical aspects of social media advertising. Gen Z is know for being with their „mobile phone in hand“, which suggest that this is a digital generation (unlike previous Gen's) grown up with technology and in a social networks enviroment. The aim was to determine generation Z opinion about social media marketing. The research was conducted using an originally created survey with a sample of 102 participants from Croatia. The results have shown Generation Z considers social media advertising intrusive and companies should get more creative in the future.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA