Utjecaj prikrivenog oglašavanja na namjeru kupnje na primjeru južnokorejskih serija

master's thesis

• Title (english): Impact of product placement in South Korean dramas on purchase intention
• Author: Antonela Višić
• Mentor: Ana Tkalac Verčič (mentor)
• Committee member: Ana Tkalac Verčič (predsjednik povjerenstva)
• Committee member: Andrea Lučić (član povjerenstva)
• Committee member: Ružica Brečić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2022-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Utjecaj širenja popularnosti južnokorejske kulture diljem svijeta izazvao je stvaranje novih mogućnosti komuniciranja s potencijalnim potrošačima. Južnokorejske serije su primjer jednog od kanala komuniciranja, u kojima, uz pomoć prikrivenog oglašavanja, marketinške poruke mogu na nenametljiv način doseći potencijalne kupce. Kako bi se detaljnije istražio kakav utjecaj prikriveno oglašavanje ima na namjeru kupnje pojedinaca koji gledaju južnokorejske serije, provedeno je primarno istraživanje. U istraživanju se ispitivao stav prema prikrivenom oglašavanju, s naglaskom na utjecaj na namjeru kupnje. Rezultati su otkrili da postoji pozitivna korelacija između prikrivenog oglašavanja i namjere kupnje, ukoliko su zadovoljeni čimbenici učinkovitosti poput cijene, pojave marke, dostupnosti proizvoda i slično.

Abstract (english)

The impact of the popularity of South Korean culture around the world caused the creation of new opportunities to communicate with potential consumers. Korean dramas are an example of one of the communication channels, in which, with the help of product placement, marketing messages can reach potential customers in an unobtrusive way. In order to investigate in more detail the effect of product placement on the purchase intention of individuals watching Korean dramas, a primary survey was conducted. The research examined the attitude towards product placement, with an emphasis on the influence on purchase intention. The results revealed that there is a positive correlation between product placement and purchase intention if effectiveness factors such as price, brand presence, product availability, etc. are met.

• Keywords: prikriveno oglašavanje; namjera kupnje; korejska kultura; korejske serije
• Keywords (english): product placement; purchase intention; Korean culture; Korean series
• Language: croatian
• URN:NBN: urn:nbn:hr:148:579688
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2022-09-28 08:44:45