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Nepřeskočitelnost reklamy v kontextu výkonnostního marketingu: literární rešerše a definování designu experimentu

Author

Listed:
  • Radka Bauerová

    (Department of Business Economics and Management, School of Business Administration, Silesian University)

  • Veronika Braciníková

    (Department of Business Economics and Management, School of Business Administration, Silesian University)

  • Tereza Ikášová

    (Department of Business Economics and Management, School of Business Administration, Silesian University)

  • Dominik Švarc

    (Department of Business Economics and Management, School of Business Administration, Silesian University)

  • Lucie Vavrušková

    (Department of Business Economics and Management, School of Business Administration, Silesian University)

Abstract

V současném světě lidé využívají digitální platformy více než kdy dříve. Využívají je ke komunikaci s přáteli, navazování kontaktů, nakupování, vzdělávání a mnohým dalším činnostem, čím neustále roste průměrný čas, který na těchto platformách stráví. Tuto skutečnost samozřejmě využívají firmy k tomu, aby prostřednictvím těchto platforem a svých reklamních sdělení oslovili co největší počet lidí. Umísťování videoreklam na sociálních médiích je jednou z možností, jak uživatelé těchto médií zaujmout. Na druhé straně jsou však uživatelé neustále zahlceni reklamními sděleními, které je otravují a tříští jejich pozornost. Proto je důležité zkoumat vlivy různých druhů videoreklam, s možností či bez možnosti jejich přeskočení, na nákupní rozhodování spotřebitelů. V rámci tohoto článku jsou proto vymezena východiska této problematiky z pohledu výkonnostního marketingu a současně je definován design výzkumu, který bude v budoucnu v této oblasti bádání proveden.

Suggested Citation

  • Radka Bauerová & Veronika Braciníková & Tereza Ikášová & Dominik Švarc & Lucie Vavrušková, 2021. "Nepřeskočitelnost reklamy v kontextu výkonnostního marketingu: literární rešerše a definování designu experimentu," Working Papers 0071, Silesian University, School of Business Administration.
    • Handle: RePEc:opa:wpaper:0071
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    References listed on IDEAS

    as
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    More about this item

    Keywords

    Marketing communication; consumer behavior; non-skippable ads; video ads; eye-tracking;
    All these keywords.

    JEL classification:

    • F1 - International Economics - - Trade
    • F31 - International Economics - - International Finance - - - Foreign Exchange

    Statistics

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