Perceiving the Advertising in Gender-Generational Characteristics

Bačík, Radovan; Fedorko, Richard; Rigelský, Martin; Sroka, Mariusz; Turáková, Alexandra

doi:10.17512/pjms.2018.18.1.04

Cited by 7 publications

(8 citation statements)

References 0 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Generation is defined as people within a delineated population, who experience the same significant events within a given period of time (Robinson 2018). The differences in trade behavior among individual generations are dealt with in generational marketing that uses the generation segmentation in marketing communication (Kumar, 2014;Bačík et al, 2018).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Personality Traits and Buying Behavior From the Viewpoint of Selected Socio-Demographic Characteristics – Preliminary Findings

Lorincová¹,

Prešove²,

Ondrijová³

et al. 2019

Third International Scientific Conference ITEMA Recent Advances in Information Technology, Tourism, Economics, Management and A

View full text Add to dashboard Cite

The aim of the study is to compare personality traits (extraversion, agreeableness, openness to experience, conscientiousness and neuroticism) and buying behavior among respondents from the Y and Z generations in the context of gender. The research sample consisted of 105 respondents aged between 18 and 65 years (average age: 32.34, standard deviation: 11.81). The sample included 57 women, 48 men, 32 respondents from generation Y and 41 respondents from generation Z. A shortened version of the Big Five (Janovská 2011) questionnaire was used to explore the personality traits, which consists of 40 adjectives, where respondents answered on the scale from 1-quite inaccurately to 8-quite accurately. The Customers' buying behavior (CBB) authors' questionnaire consists of 7 items, where respondents rated by the Likert scale from 1-doesn't matter at all to 5-depends very much. The research results were processed in statistical program IBM SPSS 20.00 Statistics and assessed by T-test for two independent samples. Research results showed statistically significant gender differences in the level of extraversion, agreeableness and conscientiousness in favor of women. On the other hand, research results showed statistically significant difference in the level of extraversion between respondents from generation Y and respondents from generation Z in favor of respondents from generation Z. The limitation of research study is an occasional choice of research sample.

show abstract

Section: Theoretical Backgroundmentioning

confidence: 99%

Personality Traits and Buying Behavior From the Viewpoint of Selected Socio-Demographic Characteristics – Preliminary Findings

Lorincová¹,

Prešove²,

Ondrijová³

et al. 2019

Third International Scientific Conference ITEMA Recent Advances in Information Technology, Tourism, Economics, Management and A

View full text Add to dashboard Cite

show abstract

“…They make decisions in a highly analytical and pragmatic way. At the same time, as consumers, they are mostly well-educated as far as brands and their realities are concerned [20][21][22][23]. They are also environmentally conscious, caring about sustainable consumption [24].…”

Section: Introductionmentioning

confidence: 99%

Analysis of the Role of Digital Influencers and Their Impact on the Functioning of the Contemporary On-Line Promotional System and Its Sustainable Development

Wielki

2020

Sustainability

View full text Add to dashboard Cite

Along with the increasingly high level of digital media consumption, organizations’ expenditure on online promotional activities is constantly and dynamically growing. At the same time, together with the growing expenditures on digital promotion, it can be clearly seen that the effectiveness of activities carried out in the electronic space in its current form is decreasing. Therefore, in the new market situation, when the promotion of products and services has never been so difficult, organizations have started to look for other methods of influencing consumers. One of the most important trends is the use of the influencer marketing concept. In this context, the aim of this article is to analyze the role, place and significance of digital influencers in the overall functioning of the online promotional system, and the impact of the influencer marketing concept on its sustainable development. In order to implement it, a literature analysis was carried out on the origins of this phenomenon, and its scale, causes and impact on the functioning of the digital promotion system. After the completion of this stage of the research, a questionnaire survey was conducted on a group of individual Internet users in order to obtain primary data. The results of the research indicate that there is a great potential for activities involving digital influencers. This potential relates primarily to the effective transmission of information about a product or service, the impact on increased brand awareness, and the impact on the sales level of products and services offered by companies. The study also identified the most important threats that may affect the future development of the concept of influencer marketing.

show abstract

“…Gender also seems to be important when assessing programmatic advertising [33]. For instance, several studies found that men feel that advertising is annoying and try to avoid it [36,37]. No studies were found about ad-blockers.…”

Section: Gendermentioning

confidence: 99%

The Influence of Sociological Variables on Users’ Feelings about Programmatic Advertising and the Use of Ad-Blockers

2021

View full text Add to dashboard Cite

The evolution of digital advertising, which is aimed at a mass audience, to programmatic advertising, which is aimed at individual users depending on their profile, has raised concerns about the use of personal data and invasion of user privacy on the Internet. Concerned users install ad-blockers that prevent users from seeing ads and this has resulted in many companies using anti-ad-blockers. This study investigates the sociological variables that make users feel that advertising is annoying and then decide to use ad-blockers to avoid it. Our results provide useful information for companies to appropriately segment user profiles. To do this, data collected from Internet users (n = 19,973) about what makes online advertising annoying and why they decide to use ad-blockers are analyzed. First, the existing literature on the subject was reviewed and then the relevant sociological variables that influence users’ feelings about online advertising and the use of ad-blockers were investigated. This work contributes new information to the discussion about user privacy on the Internet. Some of the key findings suggest that Internet advertising can be very intrusive for many users and that all the variables investigated, except marital status and education, influence the users’ opinions. It was also found that all the variables in this study are important when a user decides to use an ad-blocker. A clear and inverse correlation between age and opinion about advertising as annoying could be seen, along with a clear difference of opinion due to gender. The results suggest that users without children use ad-blockers the least, while retirees and housewives use them the most.

show abstract

Perceiving the Advertising in Gender-Generational Characteristics

Cited by 7 publications

References 0 publications

Personality Traits and Buying Behavior From the Viewpoint of Selected Socio-Demographic Characteristics – Preliminary Findings

Personality Traits and Buying Behavior From the Viewpoint of Selected Socio-Demographic Characteristics – Preliminary Findings

Analysis of the Role of Digital Influencers and Their Impact on the Functioning of the Contemporary On-Line Promotional System and Its Sustainable Development

The Influence of Sociological Variables on Users’ Feelings about Programmatic Advertising and the Use of Ad-Blockers

Contact Info

Product

Resources

About