Consumer attitudes towards the frequency of displaying advertisments in the digital environment

Stavovi potrošača koji su izloženi oglasima u digitalnom okruženju još uvijek nisu dovoljno istraženi. Kroz prethodna istraživanja je vidljivo da postoji uzorak povezanosti pozitivnih i negativnih stavova s frekvencijom prikazivanja oglasa, ali su i dalje zaključci istraživanja često različiti. Cilj rada je istražiti stavove potrošača koji smatraju da su izloženi ponavljajućim oglasima u digitalnom okruženju. Podaci korišteni u istraživanju su primarni, dobiveni metodom ispitivanja uz primjenu visoko strukturiranog online upitnika. Ispitano je 160 ispitanika s 19 pitanja zatvorenog tipa, u kojima je korištena ljestvica Likertovog tipa, i jednim otvorenim pitanjem. Zaključno su prikupljene osobne informacije o ispitanicima te im je dan prostor da izraze svoje mišljenje o ponavljajućim oglasima kroz pitanje otvorenog tipa. Rezultati istraživanja pokazuju da učestalost prikazivanja oglasa u digitalnom okruženju kod korisnika u najvećoj mjeri izaziva iritaciju. Taj stav nije rezultat samo čestog prikazivanja oglasa već i generalno visoke koncentracije digitalnog okruženja oglasima. Također, korisnici smatraju da su oglašivači invazivni i napadni ako ih ciljaju oglasima marki za koje jesu nedavno bili zainteresirani. Ipak, istraživanje je pokazalo da vole u digitalnom okruženju vidjeti oglase koji su za njih relevantni, ali su u prosjeku indiferentni prema želji za prikazivanjem poznatih oglasa. Osim toga, u prosjeku se ispitanici slažu da su oglasi u digitalnom okruženju previše osobni, iako je za navedenu tvrdnju zabilježen najniži stupanj slaganja u usporedbi s ostalim tvrdnjama sa kojima se ispitanici slažu.The attitudes of consumers who are exposed to advertisements in the digital environment are still not explored enough. Through previous research, it is evident that there is a connectivity pattern of positive and negative attitudes with the frequency of displaying ads, but still the research conclusions are often different. The paper explores the attitudes of consumers who believe that they are exposed to repetitive advertisements in the digital environment. The data used in the research is primary, obtained by a survey method with the use of a online, highly structured questionnaire. 160 respondents were questioned with 19 closed-type questions, in which a Likert-type scale was used, and one open-ended question. In conclusion, personal information about the respondents was collected and they were given a space to express their opinion about recurring ads through an open-ended question. The results of the research show that the frequency of displaying ads in the digital environment causes irritation to users to the greatest extent. This attitude is not only the result of frequently displayed ads, but also of the generally high concentration of ads in the digital environment. Also, the users consider advertisers to be invasive and offensive if they are targeted with ads from a brand they were recently interested in. Nevertheless, the research showed that respondents like to see ads in the digital environment that are relevant to them, but on average they are indifferent to the desire to see well-known ads. In addition, on average, respondents agree that ads in the digital environment are too personal, although the lowest degree of agreement was recorded for this statement compared to other statements with which respondents agree