Naslov
ATTITUDES OF OLDER ADOLESCENTS ABOUT ONLINE ADVERTISING - EVIDENCE FROM CROATIA

Autori
Palavra, Barbara ; Slivar, Iva ; Bizjak, Maja

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

Izvornik
Conference proceedings of the 10th International scientific conference "Finance, Economics & Tourism - FET 2022" / Družić, Goran ; Benazić, Dragan - Pula : Zagreb : Hrvatska akademija znanosti i umjetnosti (HAZU), 2023, 239-264

ISBN
978-953-377-006-2

Skup
10th International scientific conference "Finance, Economics & Tourism - FET 2022"

Mjesto i datum
Pula, Hrvatska, 22.09.2022. - 24.09.2022

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
older adolescents, online advertising, search engine advertising, social media ads.

Sažetak
Marketing is starting to take on completely new dimensions and it's almost unthinkable, nowadays, for a company to function without performing e- marketing. Internet marketing has given even the smallest trades a chance to find their market. Online ads can be created in various forms and with minimal investment, great results can be achieved. The main advantage of online advertising is that it can accurately target the audience it wants to reach. If the target group is older adolescents - how should they be addressed, through which forms of advertising? This paper deals with answering these questions applying the survey method whereas its main contribution is an originally developed questionnaire and related findings. The results indicate that older adolescents change their reactions to online advertising depending on the platform which displays ads – skipping ads regularly on some platforms while not so often on others, being more susceptible to ads on some social media, while noticing them less frequently on other social media. Furthermore, respondents, young people aged 17 to 20 years old, were found to be not well enough acquainted with advertising on search engines which was discovered combining trick questions. Through the description of the behavior of older adolescents and their interaction with ads, this paper also explores which form of online advertising influences them the most. Thus this research provides valuable information to marketers who target this market segment.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA