Vrijednost oglasa i stav o katalozima i trgovačkim letcima kod hrvatskih potrošača – SEM pristup

Purpose – This research study aims to determine the influence of the factors of informativeness, entertainment, irritation, and credibility on the perception of the value of advertisements and the attitude to advertising through catalogs and store flyers among Croatian consumers. Design/methodology/approach – In the research, testing a theoretical model of value perception, 354 correct answers were collected via email, Facebook groups, and Internet forums. Hypotheses were tested using structural equation modeling. Findings and implications – The results of this research show that the informativeness, entertainment, and credibility are important predictors of the value of catalogs and flyer advertising. Irritation is not. Furthermore, entertainment, credibility, and perception of the advertisement’s value have a positive and significant impact on the attitude to advertising through catalogs and store flyers. In addition to the scientific contribution, the research study has its practical significance as a guide to future marketing activities aimed at increasing the effectiveness of this type of advertising. Limitation – The sample representativeness may be a limiting factor of this research because the author used available email addresses, Facebook groups, and Internet portals. Originality – A review of the bibliography available found that the applied value perception model had not previously been tested in the context of catalogs and store flyers. It builds on the current knowledge about the effectiveness of individual advertising media.Svrha – Cilj je istraživanja utvrditi kod hrvatskih potrošača utjecaj čimbenika informativnosti, zabave, iritacije i vjerodostojnosti oglasa na percepciju njegove vrijednosti i stav o oglašavanju putem kataloga i trgovačkih letaka. Metodološki pristup – Istraživanje testira teorijski model percipirane vrijednosti. Putem elektroničke pošte, Facebook grupa i internetskih foruma prikupljeno je 354 valjanih odgovora. Metoda modeliranja strukturnih jednadžbi (SEM) korištena je za testiranje hipoteza. Rezultati i implikacije – Rezultati istraživanja pokazuju da su informativnost, zabava i vjerodostojnost važni prediktori vrijednosti oglašavanja putem kataloga i letaka, dok iritacija to nije. Nadalje, zabava, vjerodostojnost i percepcija vrijednosti oglasa imaju pozitivan i značajan utjecaj na stav o oglašavanju putem kataloga i letaka. Osim znanstvenog doprinosa, istraživanje ima i svoj praktični značaj kao vodič za buduće marketinške aktivnosti na podizanju učinkovitosti ove vrste oglašavanja. Ograničenja – Ograničenje istraživanja vezano je uz nereprezentativnost uzorka s obzirom da je autor koristio raspoložive adrese elektroničke pošte te Facebook grupe i internetske portale. Doprinos – Pregledom dostupne literature utvrđeno je kako primijenjeni model percipirane vrijednosti dosad nije testiran u kontekstu kataloga i trgovačkih letaka. Time se nadograđuju dosadašnje spoznaje o efikasnosti pojedinih medija oglašavanja

GENERATION Z ATTITUDE TOWARDS TV ADVERTISING IN CROATIA

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\u27s 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