Namjera ponovne kupovine proizvoda kod korisnika platformi društvenih medija baziranih na kratkom video sadržaju

graduate thesis

• Title (english): Repurchase intention of social media platforms users based on short video content
• Author: Barbara Kocijan
• Mentor: Tanja Komarac (mentor)
• Committee member: Ljubica Milanović Glavan (član povjerenstva)
• Committee member: Dalia Suša Vugec (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Informatics); Zagreb
• Defense date and country: 2023-09-20, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Diplomski rad bavi se namjerom ponovne kupovine proizvoda na platformama društvenih medija baziranih na kratkom video sadržaju (poput TikToka i Instagrama). U literaturi se navodi kako video sadržaj kao marketinški alat u digitalnom marketing ima sve veću ulogu i utjecaj na privlačenje potrošača u kupovnom procesu te posebno na namjeru kupovine i ponovne kupovine. Do sada je u literaturi otkriveno kako korisnici društvenih platformi bolje reagiraju na videozapise koji imaju „životopisniju“ komunikaciju, preferiraju videozapise na web stranicama poduzeća te bolje ocjenjuju proizvode ili usluge. Nadalje, video sadržaj treba potaknuti osjećaj sigurnosti u kupovnom procesu, posebno u fazi traženja informacija i vrednovanja alternativa, što vodi do kupovine i ponovne kupovine proizvoda. Prema nedavnom istraživanju Lin i sur. (2022.) zadovoljstvo i lojalnost potrošača imaju pozitivan utjecaj na namjeru ponovne kupnje, a ključnu ulogu ima video sadržaj na platformama društvenih medija. Putem video sadržaja stvara se odnos između potrošača i marke koja koristi video sadržaj kao oblik sadržaja na društvenom mediju. U kontekstu hrvatskih potrošača, još je uvijek nepoznato kakva uloga kratkog video sadržaja kod namjere ponovne kupovine na društvenim medijima. Stoga je provedeno primarno istraživanje pomoću anketnoga upitnika na namjernom prigodnom uzorku od 203 ispitanika koji koriste platforme društvenih medija temeljenih na kratkom video sadržaju (poput TikToka i Instagrama). Rezultati su pokazali kako su ispitanici svakodnevno koriste različite platforme društvenih medija putem pametnih telefona i računala. Važno je istaknuti da, obzirom da su sudionici u ovom istraživanju stariji od 18 godina, postoji potreba za istraživanjem ove teme među mlađom populacijom koja platforme za dijeljenje video sadržaja koristi u mnogo većoj mjeri. Sudionici u ovom istraživanju uglavnom su neodlučni, s većinom tvrdnja niti se slažu, niti se ne slažu, ali najveće neslaganje iskazuju s tvrdnjom da su proizvodi koji se prodaju putem društvenih medija s video sadržajem visoke kvalitete. S obzirom na dobivene rezultate, potrebno je provesti dodatna istraživanja kako bi se otkrila namjera ponovne kupovine kod korisnika na društvenim medijima baziranih na kratkom video sadržaju.

Abstract (english)

The thesis deals with the repurchase intention on social media platforms based on short video content (such as TikTok and Instagram). In the literature, it is stated that video content as a marketing tool in digital marketing has an increasing role and influence on attracting consumers in the purchase process and especially on the intention to purchase and repeat purchases. So far, the literature has found that users of social platforms respond better to videos that have more "biographical" communication, prefer videos on company websites, and rate products or services better. Furthermore, the video content should encourage a sense of security in the buying process, especially in the phase of searching for information and evaluating alternatives, which leads to the purchase and repeat purchase of the product. According to a recent study by Lin et al. (2022) consumer satisfaction and loyalty have a positive influence on repurchase intention, and video content on social media platforms plays a key role. Through video content, a relationship is created between the consumer and the brand that uses video content as a form of content on social media. In the context of Croatian consumers, it is still unknown what role short video content plays in the intention to repurchase on social media. Therefore, primary research was conducted using a survey questionnaire on a purposive convenience sample of 203 respondents who use social media platforms based on short video content (such as TikTok and Instagram). The results showed that the respondents used different social media platforms of smartphones and computers on a daily basis. It is important to point out that, since the participants in this research are over 18 years old, there is a need to research this topic among a younger population that uses video content sharing platforms to a much greater extent. The participants in this research are mostly undecided, they neither agree nor disagree with most of the statements, but they strongly disagree with the statement that products sold through social media with video content are of high quality. Considering the obtained results, it is recommended to conduct additional research in order to reveal the repurchase intention of users on social media based on short video content.

• Keywords: namjera ponovne kupovine; videozapisi; video sadržaj; društvene mreže; platforme društvenih medija
• Keywords (english): repurchase intention; videos; video content; social networks; social media platforms
• Language: croatian
• URN:NBN: urn:nbn:hr:148:511196
• Study programme: Title: /; Study programme type: professional; Study level: graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-09-21 19:09:08