Reklamní iritace jako faktor vnímání a efektivity digitální reklamy

The bachelor’s thesis examines advertising irritation as one of the factors influencing the perception and effectiveness of digital advertising. The aim of the thesis is to analyze the relationships between selected characteristics of digital advertising, perceived advertising value, advertising irritation, attitude toward advertising, and consumers’ purchase intention. The theoretical part defines digital advertising as a specific communication environment and presents the main concepts and theoretical frameworks relevant to explaining its effectiveness. The empirical part is based on a quantitative questionnaire survey, with 160 valid responses included in the analysis. The results showed that the most significant predictor of the perceived value of digital advertising was the relevance of the advertising message, while attitude toward advertising was most strongly statistically associated with perceived advertising value and, to a lesser extent, with advertising irritation. In the proposed model, purchase intention was statistically significantly associated primarily with attitude toward advertising. The thesis contributes to a better understanding of how consumers evaluate digital advertising and formulates recommendations for creating advertising messages that are more relevant, less intrusive, and more effective.