Ivchenkova M. S., Koshelev A. A. Social aspects of online advertising influence to consumption behavior of modern youth. Sustainable Development Management, 2019, No. 6 (25), pp. 51-56.

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Abstract

The article covers some results of sociological research based on practical analysis of online advertising influence to consumer preferences of modern youth under conditions of Russian society transformations. In the research the concepts of both foreign and Russian scholars analyzing the advertising impact on consumer behavior of young people were used. The empiric base of the research were two authors’ studies and a secondary research reflecting the essence of that issue. The research shows that the most popular informational resource for youth is social media (especially, Vkontakte, Facebook, Odnoklassniki). According to the research results, 82 % of respondents constantly use Internet resources, while a little more than 10 % prefer to be online no more than once a week. Purposive online advertising watching, despite the large number of users, is not popular action (a little more than 10 %). But that is not a fact of inefficiency of online advertising. Moreover, youth shows negative to this social phenomenon, but 81 % of respondents agreed that advertisement influenced to their decisions for choosing different goods and services, and 52 % of respondents stressed that they are guided by familiar brands actively represented online. Thus, it was revealed the impact of advertising on consumer behavior, as well as factors that are negatively perceived by young people. According to the research results, online advertising is a key, but not the most effective tool for promotion. Despite the negative opinion about the presence of online advertising, the majority of young people are guided by this source of information when making a purchase. In addition, we concluded that the further technological development of online advertising will be accompanied by bursts of negative emotions, as long as this social phenomenon will become a regular habit of daily life