Exploring attitudes towards digital advertisements on social networks: The case study of the Nišava and Pčinja districts

This paper aims to analyze the importance of paid advertising on social networks in the territory of Nišava and Pčinja districts. For this reason, a survey was conducted, which included 294 respondents. Data were processed in the SPPS software package, using tests of independence, contingency, one-factor analysis of variance, and post-hoc tests. The results showed that the majority of respondents from the south of Serbia ignore paid ads on social networks. Also, the study led us to the conclusion that paid advertising affects men and women equally, but also that it has the greatest impact on the population over 50 years old, while it has the least impact on respondents up to 30 years old, as well as that there is a strong connection between the level of education and clicks on paid ads. The results showed that respondents who do not open ads do not do so because they do not notice them, but also that highly educated people open ads for informative reasons and to get to know the advertised business.