Scholarly record

ANALYSIS OF THE IMPACT OF SELECTED FORMS OF ADVERTISING OF AUTOMOBILE COMPANIES ON SLOVAK CONSUMERS

J.Gburova, R. Bacik

Abstract

Recently, advertising and new forms of internet advertising are among the most popular tools to influence buyers. It is the most visible and most discussed form of marketing communication. Advertising has the ability to influence the creation and change of needs, demand, but also consumer interests and habits. Just as advertising can affect consumers' buying behaviour, advertising can also discourage it. The objective of the contribution is the theoretical processing of the research problems in the field of advertising and internet marketing, as well as the analysis of the impact of advertising, social networks and other selected new marketing trends affecting the purchasing behaviour of a Slovak consumer in the automotive industry. The obtained primary data were processed in the statistical program and the Chi-quadrate and Mann-Whitney U tests were used to confirm or reject the hypotheses. The survey was composed of consumers living in the eastern region of Slovakia. The results of our research show that there are no statistically significant differences in the impact of automobile company advertising on consumers depending on their gender. The second examined hypothesis has not been confirmed and points out that there are no statistically significant differences in the impact of automobile company profiles on social networks on consumers depending on their age. The results of our research can be beneficial to several target groups. The results can serve as a source of information and as a basis for decision-making and selection of effective and competitive forms of promotion that would influence purchasing decisions, the purchasing behaviour of consumers and the academic community in the form of backgrounds and ideas for further scientific research within the subject matter.

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