20.500.12556/DKUM-94884 Razvoj digitalnega oglaševanja in njegov vpliv na generacijo X The evolution of digital advertising and its impact on generation X V raziskavi tega magistrskega dela smo se osredotočili na digitalno oglaševanje in na vpliv digitalnega oglaševanja na generacijo X. Ta generacija je bila priča hitremu napredku digitalnih tehnologij in spreminjanju oglaševalskega okolja, ki je vodilo od tradicionalnih medijev k digitalnim omrežjem. Oglaševanje prek spleta je pomembno za podjetja in hkrati za vir informacij za potrošnike. Zato smo v tem delu podrobneje raziskali, kako digitalno oglaševanje vpliva na percepcijo, vedenje in nakupne odločitve pripadnikov generacije X. Ta generacija je prva, ki je sprejela večopravilnost medijev in je pionir trenda uporabe digitalnih naprav, kot so pametni telefoni, hkrati pa ohranja povezavo s tradicionalnimi mediji. Za nakupovalne navade generacije X je značilno digitalno sprejemanje, zvestoba blagovni znamki in odločitve o nakupu, ki temeljijo na vrednosti. Medijske navade generacije X so močno pogojene z njihovimi vrednotami in življenjskimi izkušnjami. Za uspešno vključitev generacije X morajo trgovci nuditi prednost udobju, zagotoviti podrobne informacije o izdelkih in vzdrževati dosledno izkušnjo blagovne znamke, ki temelji na kakovosti v vseh kanalih. Nostalgija je močno marketinško orodje, ki lahko ustvari trdno čustveno angažiranost. V raziskovalnem delu smo ugotovili, da se več kot polovica anketirancev počuti, kot da digitalno oglaševanje posega v njihovo zasebnost. Kljub temu raje sprejemajo personalizirane oglase, vendar menijo, da jih je preveč, zato jim postajajo moteči. In this master’s thesis, we focused on digital advertising and its impact on Generation X. Generation X has witnessed the rapid advancement of digital technologies and the transformation of the advertising landscape from traditional media to digital platforms. Internet advertising is important for businesses and serves as a source of information for consumers. Therefore, this thesis explores in greater detail how digital advertising influences the perception, behavior, and purchasing decisions of Generation X. Generation X is the first generation to embrace media multitasking and is a pioneer in the trend of using digital devices such as smartphones, while still maintaining a connection with traditional media. The shopping habits of Generation X are characterized by digital adoption, brand loyalty, and purchase decisions based on value. Their media consumption habits are strongly shaped by their values and life experiences. To successfully engage Generation X, marketers must prioritize convenience, provide detailed product information, and ensure a consistent, quality-based brand experience across all channels. Nostalgia is a powerful marketing tool that can foster strong emotional engagement. The research findings revealed that more than half of the respondents feel that digital advertising intrudes on their privacy. Nevertheless, they prefer personalized ads, although they believe there are too many ads and that they are becoming intrusive. Oglaševanje digitalno oglaševanje generacija X družbeni mediji. Advertising digital advertising generation X social media. true true false Š. Kušar] Slovenski jezik Angleški jezik Magistrsko delo/naloga 2025-08-28 22:24:49 2025-11-04 14:11:19 2025-11-05 03:12:48 0000-00-00 00:00:00 2025 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 659.1:004 255856899 MAG_Kusar_Spela_2025.pdf MAG_Kusar_Spela_2025.pdf 1 583914ED1F9BD5A39DCA768D3A827039 4ad353ef0dabb5b29dc244c4081d149d1f0c14668bb0b1ef8db087c98b4e200a ba6ed98c-9ca8-11f0-bb41-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=199323 Ekonomsko-poslovna fakulteta 0 0 0