Abstract:

Building trust in a product, brand or company is an essential part of building the right relationship between the company and consumers. One of the factors influencing the level of consumer confidence is two-way communication. Advertising as a communication tool attracting attention and evoking emotions is an important part of the trust-building process. In the era of the development of the information society, Internet advertising may play an important role in this process. The study aims to analyse opinions concerning online advertising and trust regarding the content presented in the abovesaid communications. The considerations are based on the results of research conducted in 2018 among Polish internet users concerning the perception of internet advertising and the negative associations connected with it. The results show a relatively low level of trust in the content presented in online advertisements and their overall low effectiveness. The findings also point to a lack of differentiation of the evaluations according to the demographic characteristics of respondents.