Reklama internetowa a decyzje zakupowe Polaków i Brytyjczyków – analiza demograficzna
Internet Advertising and Purchasing Decisions of Poles and British ‒ a Demographic Analysis

Summary/Abstract: Online advertising is characterized by the global reach. If a corporationoperates in many geographic markets, it can apply a uniform marketing communicationstrategy, the main channel of which will be the internet. Will it achieve the same effectin every country? The purpose of the paper is to present the results of the research onthe measurement of customer attitudes in two countries ‒ Poland and Great Britaintowards online advertising, taking into account demographic characteristics. The authorsformulated the following research hypothesis ‒ the internet has contributed to theassimilation of buyers' behavior regardless of origin but cultural determinants imply thereception of advertising. The paper uses the results of conducted own research and secondaryresearchers.

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