Perceiving the advertising in gender-generational characteristics

• Autorzy: Bačík R. , Fedorko R. , Rigelský M. , Sroka M. , Turáková A.

Identyfikatory

DOI

10.17512/pjms.2018.18.1.04

Warianty tytułu

PL

Przedstawianie reklamy w charakterystykach gender-generacyjnych

• Języki publikacji: EN

Abstrakty

EN

As a primary objective of this study, data were evaluated in the areas of advertising perception and the relationship between gender-generational characteristics was pointed out (generation Y and Z), moreover the selected types of advertising were mentioned. The types of advertising (advertising on TV, social networks, etc.) can acquire various forms (most annoying, most trusted, etc.) in gender-generational characteristics, which can affect the reputation of the organization. The data were obtained through a questionnaire research. The sample consisted of 296 responses. The data collection was implemented in early 2018. A significant difference was found in the perception of advertising in all dimensions among the categories of gender-generational characteristics except the 'most memorable'. Differential analysis was carried out, where significant differences occurred in a number of cases. Furthermore, a correspondent analysis was applied, in which the areas of perceptions of advertising had shown very close relations in several cases. The disadvantage of the research is that it is realized only in Slovakia.

PL

Jako główny cel tego badania oceniono dane w zakresie postrzegania reklamy oraz wskazano związek między cechami pokoleniowo-płciowymi (pokolenie Y i Z), ponadto wymieniono wybrane rodzaje reklamy. Rodzaje reklam (reklama w telewizji, portale społecznościowe itp.) mogą przybierać różne formy (najbardziej irytujące, najbardziej godne zaufania, itp.) w cechach płciowych, które mogą wpływać na reputację organizacji. Dane uzyskano za pomocą badań ankietowych. Próbka składała się z 296 odpowiedzi. Gromadzenie danych zostało wdrożone na początku 2018 r. Znaczącą różnicę stwierdzono w postrzeganiu reklamy we wszystkich wymiarach wśród kategorii cech pokoleniowych, z wyjątkiem "najbardziej zapadających w pamięć". Przeprowadzono analizę różnicową, w której znaczące różnice wystąpiły w wielu przypadkach. Ponadto zastosowano analizę korespondencyjną, w której obszary percepcji reklamy w kilku przypadkach wykazywały bardzo bliskie relacje. Wada badań polega na tym, że jest ona realizowana tylko na Słowacji.

Słowa kluczowe

EN

advertising; perception; annoyance; truth; influence; frequency; memorise; gender; generation Y; generation Z; reputation management

PL

reklama; percepcja; rozdrażnienie; prawda; wpływ; częstotliwość; zapamiętywanie; płeć; pokolenie Y; pokolenie Z; zarządzanie reputacją

• Wydawca: Czestochowa University of Technology
• Czasopismo: Polish Journal of Management Studies
• Rocznik: 2018
• Tom: Vol. 18, No. 1
• Strony: 44--57
• Opis fizyczny: Bibliogr. 40 poz., rys., tab.

Twórcy

autor

Bačík R.

• University of Prešov in Prešov, Faculty of Management

autor

Fedorko R.

• University of Prešov in Prešov, Faculty of Management

autor

Rigelský M.

• University of Prešov in Prešov, Faculty of Management

autor

Sroka M.

• Czestochowa University of Technology

autor

Turáková A.

• University of Prešov in Prešov, Faculty of Management

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Uwagi

Opracowanie rekordu w ramach umowy 509/P-DUN/2018 ze środków MNiSW przeznaczonych na działalność upowszechniającą naukę (2018).