Motivacijski čimbenici u generiranju elektroničke usmene predaje na društvenim medijima

master's thesis

• Title: Motivacijski čimbenici u generiranju elektroničke usmene predaje na društvenim medijima : usporedba generacije Y i generacije Z
• Title (english): Motivational factors for generating electronic word of mouth on social media : comparison of generation Y and generation Z
• Author: Viktoria Krapić
• Mentor: Morana Fudurić (mentor)
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2023-07-18, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Diplomski rad se temelji na istraživanju motivacijskih čimbenika za generiranje elektroničke usmene predaje među pripadnicima generacije Y i generacije Z u Republici Hrvatskoj. Obzirom da veliki dio potrošača smatra elektroničku usmenu predaju izvorom pouzdanih informacija o proizvodima i markama, oslanjaju se na njega pri donošenju odluka o kupnji. Osim toga, pokazalo se da eWOM ima snažniji utjecaj na odluke o kupnji u usporedbi s tradicionalnim marketinškim kanalima poput oglašavanja. Rad polazi od istraživanja Hennig – Thurau et al. (2004.) te istražuje 8 motiva koji naizgled utječu na motivaciju za generiranje elektroničke usmene predaje. Za potrebe ovog rada provedeno je jednokratno empirijsko istraživanje na namjernom prigodnom uzorku ispitanika. Putem anketnog upitnika prikupljena su 124 ispitanika te je daljnja analiza rezultata potvrdila tri motiva koji dominiraju u odluci za generiranje elektroničke usmene predaje - Pomoć platforme, Briga za druge potrošače i Ekstraverzija/pozitivno samopoboljšanje. Otkriveno je da najveći potencijal za generiranje eWOM-a kod pripadnika generacije Y ima Facebook, a kod generacije Z Instagram. Ispitivanje motiva za čitanje eWOM-a proširilo bi ovo istraživanje, pružajući dublji uvid u način korištenja online izvora informacija i mišljenja drugih ljudi. Također, eWOM dolazi od običnih potrošača pa je važno istražiti utjecaj kredibiliteta pošiljatelja na primatelje eWOM poruka.

Abstract (english)

The primary aim of this thesis is to research motivational factors for generating electronic word of mouth among members of the generation Y and generation Z in the Republic of Croatia. Since a large proportion of consumers consider electronic word of mouth as a source of reliable information about products and brands, they rely on it when making purchasing decisions. In addition, eWOM has shown to have a stronger influence on purchase decisions compared to traditional marketing channels such as advertising. The thesis is based on the research of Hennig - Thurau et al. (2004) and it explores 8 motives that are seemingly influencing the motivation to generate electronic word of mouth. For the purposes of this paper, one-time empirical research was conducted on an appropriate sample. The questionnaire collected 124 respondents and the analysis of the results confirmed three motives that dominate the decision to generate electronic word of mouth – Platform assistance, Concern for other consumers and Extraversion/positive self-enhancement. It was found that the greatest potential for generating eWOM among members of the generation Y has Facebook and among members of the generation Z has Instagram. Researching the motives for reading eWOM would extend this research, providing deeper insight into the way of using online sources of information and other people's opinions. Also, eWOM comes from ordinary consumers, so it is important to explore the influence of the sender's credibility on the receivers of eWOM messages.

• Keywords: elektronička usmena predaja; motivi za generiranje elektroničke usmene predaje na društvenim medijima; generacija Y; generacija Z
• Keywords (english): electronic word of mouth; motives for generating electronic word of mouth on social media; generation Y; generation Z
• Language: croatian
• URN:NBN: urn:nbn:hr:148:923708
• Study programme: Title: Digital marketing; Study programme type: professional; Study level: specialist graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-07-18 12:04:39