广告对斯洛伐克共和国消费者(选民)投票行为改变的影响分析

IF 1.2 Q4 MANAGEMENT
Jaroslava Gburova, Beata Gavurova, Radovan Bacik, Maria Tomasova
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引用次数: 0

摘要

在这个时代,我们不断地接触到广告信息和信息,这并不奇怪,广告在政治领域也扮演着重要的角色。广告对改变斯洛伐克共和国选民行为的影响是一个值得注意的问题,因为政治运动越来越多地使用广告技术和媒体来实现其目标。选举中的广告并不是什么新鲜事,但随着数字时代的到来,其形式和范围发生了重大变化。候选人和政党在广告宣传上投入了大量资金,从电视、广播和印刷等传统媒体,到新的在线平台和社交媒体。本文的目的是总结广告问题,以及分析广告对斯洛伐克消费者(选民)投票行为和决策变化的影响。主要资料是通过实际收集得来的。样本包括362名受访者。研究对象是居住在斯洛伐克东部地区的消费者。然后将获得的原始数据在统计程序中进行处理,并使用Pearson 's卡方检验和Cramer 's V来确认或拒绝已建立的假设。第二个假设也得到了证实,并向我们展示了广告手段与受访者性别之间的显著关系。我们的研究结果可以使各种利益相关者受益。政治行为者和政党将获得关于如何在竞选期间有效利用广告的宝贵信息。媒体将对政治广告的影响和如何改进其服务有更好的了解。公众将更好地了解政治广告对选民决定的影响,学术界将有新的见解来学习和研究。总的来说,这些结果有助于提高斯洛伐克共和国政治进程的透明度、信息和质量。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Analysis of the Impact of Advertising on the Change of Voter Behavior of Consumers (Voters) in The Slovak Republic
In this day and age, where we are constantly exposed to advertising messages and information, it is not surprising that advertising also plays a significant role in the political sphere. The impact of advertising on changing voter behaviour in the Slovak Republic is a matter that deserves attention as political campaigns increasingly use advertising techniques and media to achieve their objectives. Advertising in elections is nothing new, but its form and scope have changed significantly with the advent of the digital era. Candidates and political parties are investing heavily in advertising campaigns, which range from traditional media such as television, radio and print to new online platforms and social media. The aim of the paper is to summarize the issue of advertising, as well as to analyse the impact of advertising i on the change in voting behaviour and decision-making of Slovak consumers (voters). The primary information was obtained by actual collection. The sample consisted of 362 respondents. The subjects of the research were consumers living in the region of eastern Slovakia. The obtained primary data were then processed in the statistical program, and Pearson’s chi-squared test and Cramer’s V were used to confirm or reject the established hypotheses. The second hypothesis examined has also been confirmed and shows us that there is a significant relationship between the means of advertising and the gender of respondents. The results of our research can be of benefit to various stakeholders. Political actors and parties will gain valuable information on how to use advertising effectively during campaigns. The media will have a better understanding of the impact of political advertisements and how to improve their services. The public will have a better understanding of the impact of political ads on voter decisions, and the academic community will have new insights to study and research. Overall, these results contribute to the transparency, information and quality of the political process in the Slovak Republic.
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