ABSTRACT
The development of information and communication technologies has intensified growth in the forms and types of channels used in advertising. Marketers increasingly operate in virtual space, therefore there is a need for cyclical research on consumer trust in advertising content. The research findings presented in this chapter add to a growing body of literature exploring this field. The aim of this study was to examine internet users’ trust in online advertising. The research involved a literature review, analysis of source materials, and a diagnostic survey. The survey was carried out online using the Computer Assisted Web Interviewing method. The sample consisted of 613 individuals aged 18–25. The study showed that respondents’ trust in online advertising was moderate, but varied depending on ad location, content, type, and the components used. Gender and average daily use of the internet had moderate impacts on the declared trust. The findings may not be representative of the larger population, but may serve as a basis for future studies.
