One of the main current topics, not just among business professionals and practitioners but also among the general population, is rapid growth of modern technologies and Internet and their influence on everyday business. In the UK advertising spend on the Internet with a share of 26% exceeds the advertising spend on television and in many countries the figure already exceeds the print media. In Serbia, however, with a share of 3.5%, the total investment in advertising on the Internet is very low. For this reason, this paper aims to examine the attitudes of local research professionals on Internet marketing advertising, with special emphasis on analyzing the causes that inhibit the increase of Internet use for marketing purposes. In this work will be investigated how Internet has been developing and the degree to which the Internet was used for advertising. The theoretical and practical knowledge related to the causes of resistance, and overall attitudes toward advertising on the Internet will be analyzed. Authors will present the main results of primary research which illustrate implication of social and technological development on level of Internet advertising in Serbia.
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