Effectiveness of online advertising: implications of information overload

Bc. Anastasiya Beliakova

Bakalářská práce

Abstract:

This thesis explores the impact of information overload on the effectiveness of online advertising. Utilizing the stressor-strain-outcome framework, it investigates how excessive information, technological factors, and perceived low-quality content contribute to consumer information overload, ultimately reducing engagement with digital advertisements. Data collected through a student-based survey and analyzed using structural equation modeling reveals that while excessive information and technological factors significantly drive information overload, perceived content quality plays a lesser role. Findings emphasize the need for streamlined, targeted, and user-centric digital marketing strategies to optimize ad effectiveness in an information saturated environment.

Keywords

online advertising, information overload, effectiveness

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 5. 1. 2025

Obhajoba závěrečné práce

• Obhajoba proběhla 21. 1. 2025
• Vedoucí: Ing. Dušan Mladenovič, Ph.D.
• Oponent: Ph.D. Prateek Kalia

Masarykova univerzita

Ekonomicko-správní fakulta

Bakalářský studijní program / obor:
Business Management and Finance / Business Management and Finance