Object

Title: Pokolenia X, Y i Z wobec reklamy internetowej

PLMET:

click here to follow the link

Alternative title:

Generations X, Y and Z towards online advertising

Creator:

Sadowa, Agnieszka

ORCID:

0000-0003-4672-0356

Description:

Tyt. zeszytu: Tradycja i nowoczesnośćw instytucjach prawnych

Abstract:

In the last 20 years the two decades of the 21st century, there have been visible changes in the behavior of buyers under the influence of the Internet. Virtual communication has become widespread, which has significantly changed the structure of advertising expenditures — the share of online advertising in the advertising pie is constantly increasing. Online advertising undoubtedly affects the representatives of generations X, Y and Z, which are distinguished in the literature due to different character traits, views, behaviors, as well as the attitude to new technologies. The aim of the considerations is to recognize the impact of online advertising on the purchasing behavior of representatives of generations X, Y and Z in Poland. Two research hypotheses were formulated. First of all, online advertising affects the purchases of all the generations analysed. Secondly, the generations Y and Z most commonly tend to be inclined to purchase by advertisements posted on social networks. To achieve the goal a section of the author’s original quantitative research was used, which was carried out at the turn of 2017 and 2018 on a sample of 660 respondents in Poland 487 and Great Britain 173.

Place of publishing:

Wrocław

Publisher:

Wydawnictwo Uniwersytetu Wrocławskiego

Contributor:

Jakubowski, Sebastian. Red. ; Kostecka-Jurczyk, Daria. Red.

Date issued:

2019

Identifier:

oai:repozytorium.uni.wroc.pl:108552 ; ISSN 1733-5779 ; ISSN 0239-6661

DOI:

10.19195/1733-5779.28.22

Source:

PAd 102060 II

Language:

pol. ; eng.

Relation:

Studenckie Prace Prawnicze, Administratywistyczne i Ekonomiczne, ISSN 1733-5779. Nr 28 (2019), s. 297-311

Is version of:

Czasopisma Naukowe w Sieci (CNS)

Rights holder:

© Copyright by Wydawnictwo Uniwersytetu Wrocławskiego Sp. z o.o., Wrocław 2019

Autor opisu:

WR U/PAdbg

Object collections:

Last modified:

May 16, 2020

In our library since:

May 16, 2020

Number of object content hits:

24

Number of object content views in PDF format

24

All available object's versions:

https://repozytorium.uni.wroc.pl/publication/118097

Show description in RDF format:

RDF

Show description in OAI-PMH format:

OAI-PMH (DC)

OAI-PMH (METS)

Edition name Date
Pokolenia X, Y i Z wobec reklamy internetowej May 16, 2020

Objects

Similar

This page uses 'cookies'. More information