The Effect of Visual Smog on the Buying Behaviour of the Millennial Generation

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216305%3A26510%2F23%3APU149998" target="_blank" >RIV/00216305:26510/23:PU149998 - isvavai.cz</a>

Result on the web

<a href="http://dx.doi.org/10.34135/mmidentity-2023-14" target="_blank" >http://dx.doi.org/10.34135/mmidentity-2023-14</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.34135/mmidentity-2023-14" target="_blank" >10.34135/mmidentity-2023-14</a>

Result language

angličtina

Original language name

The Effect of Visual Smog on the Buying Behaviour of the Millennial Generation

Original language description

Visual smog is the pollution of public space by aggressive advertising that is not adapted to the character of the environment. In a broader context, it is anything that negatively affects a person's visual experience in a public space. At the same time, the visual smog created by a particular company may contribute to a reduced intention to buy its products, as these companies may be perceived as too aggressive and not respecting the character of urban areas. The aim of the paper was to determine the effect of visual smog on the buying behavior of the millennial generation. 210 respondents took part in the survey. The results show that almost three quarters of respondents report that they do not shop according to outdoor advertising. Almost a quarter of respondents report that they do not purchase from companies that use outdoor advertising. Just under 30 % of respondents would stop buying from a company that contributes to outdoor advertising overload, showing so far relatively little impact of visual smog on brand perception in terms of reduced purchase tendencies. Visual smog is a trending topic in relation to outdoor spaces in cities, but in terms of visual experience, it is not just about the physical environment. We can also see advertising overload in the online space. The rise of augmented reality, virtual worlds and the metaverse is creating new spaces that can be used for advertising purposes. In addition, however, ad space providers will be able to obtain detailed data on the perception and impact of ads at the individual level, giving them an even greater advantage over those who believe they are not influenced by advertising.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

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OECD FORD branch

50204 - Business and management

Project

—

Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2023

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

Marketing Identity: AI – The Future of Today

ISBN

978-80-572-0415-2

ISSN

2729-7527

e-ISSN

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Number of pages

9

Pages from-to

143-152

Publisher name

University of Ss. Cyril and Methodius in Trnava

Place of publication

Trnava, Slovakia

Event location

Trnava (SK)

Event date

Nov 14, 2023

Type of event by nationality

EUR - Evropská akce

UT code for WoS article

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