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ADVERTISING ON SOCIAL NETWORKS FROM THE PERSPECTIVE OF Y AND Z GENERATION STUDENTS

S. C. Supekova

Abstract

The second decade of the 21st century is characterized by a boom in digitization and digital transformations. Social networks are a digital phenomenon of the last decade. Social networks are becoming an important medium for business marketing, especially for their promotion and advertising. At the same time, it should be emphasized that this channel is important in many ways, not only as a source of information, but as a means and interpersonal communication. The article presents research we conducted through an electronic questionnaire on a sample of Slovak students of Y and Z generation. It gave us answers to the behaviour of young people in relation to online advertising and on social networks, but also the reasons why they use it, how much time they spend actively using social networks, how they accept. The data obtained from the survey have been processed by advanced statistical methods. For verifying the responses of respondents to individual questions, the chi-squared test was used. More than 25% of respondents spend up to 15 hours a week on Facebook, just 2 % watch the advertising through social networks targeted. 41% of students sometimes watch social media advertising, especially if they are interested in advertising. 55% of students surveyed use AdBlock to block ads on the Internet. The generation of students who are the Millennium Children 's favorite social networks are part of their lives, students use them to communicate with friends, shop, but not prioritize ad tracking. On the contrary, they often do not observe hidden advertising and do not perceive it as disturbing.

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DOI resolver: doi.org/10.5593/SWS.ISCSS.2019.2/S05.044

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