Consumer\u27s attitude toward Instagram advertising and its impact on purchase intention

Z naraščanjem priljubljenosti družbenih omrežij, ne samo med uporabniki, ampak tudi med podjetji in znamkami, so možne nove razsežnosti oglaševanja. Med njimi je eden izmed najbolj uspešnih in hitro rastočih Instagram. Ta ni več samo uporaben za objavljanje fotografij in povezovanje s prijatelji, ampak tudi ustvarja različne možnosti, da se znamke približajo potrošnikom. Diplomsko delo se tako osredotoča na raziskovanje potrošnikovega odnosa do oglaševanja na Instagramu, kateri dejavniki imajo pri tem pomembno vlogo in posledično, kakšen vpliv ima na nakupno namero. To preverjam s kvantitativno raziskavo v empiričnem delu. Na podlagi rezultatov lahko potrdim povezanost med odnosom do oglaševanja in odnosom do znamke kot tudi nakupne namere. Toda pri tem ne morem trditi, da imajo vsi dejavniki zaznane vrednosti oglaševanja vpliv na izoblikovan odnos do oglaševanja. Prav tako ne morem zatrjevati, da obstaja vpliv odnosa do znamke na nakupno namero, kot je razvidno iz analize. S tem se rezultati malce razlikujejo od drugih avtorjev, kar podaja smernice za nadaljnje raziskovanje.With the growing popularity of social media, not only among users but also companies and brands, new opportunities for advertising are possible. Among them is Instagram, one of the most successful and fast-growing. It is no longer useful just for posting photos and connecting with friends. Also, it creates various opportunities for brands to get closer to consumers. The thesis thus focuses on researching the consumer\u27s attitude towards advertising on Instagram, which antecedents play an important role in this and, consequently, what impact this has on the purchase intention. In the empirical part, I verified this with quantitative research. Based on the results, I can confirm the connection between the attitude toward advertising and the brand, as well as purchase intention. However, I cannot claim that all the factors of the perceived value of advertising have an impact on attitude toward advertising. Neither can I claim that there is an influence of the attitude toward the brand on the purchase intention. For that reason, the results are slightly different from other researches, which provides guidelines for the future