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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2023

Kód důvěrnosti údajů

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

Název statě ve sborníku

Marketing Identity: AI – The Future of Today

ISBN

978-80-572-0415-2

ISSN

2729-7527

e-ISSN

—

Počet stran výsledku

9

Strana od-do

143-152

Název nakladatele

University of Ss. Cyril and Methodius in Trnava

Místo vydání

Trnava, Slovakia

Místo konání akce

Trnava (SK)

Datum konání akce

14. 11. 2023

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

—