Uloga digitalne prisutnosti trgovačkih lanaca na društvenim medijima u namjeri kupnje potrošača generacije Z

master's thesis

• Title (english): The role of retailer's digital presence on social media in the purchase intention of generation Z consumers
• Author: Franka Cikoja
• Mentor: Sandra Horvat (mentor)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-02-27, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Promjene u navikama potrošača, koje su uvjetovane faktorima poput dobi, preferencija i financijskih mogućnosti, prisiljavaju trgovačke lance na inovacije kako bi se mogli uspješno prilagodili raznolikim potrošačkim potrebama. Kako bi trgovački lanci znali kakve su navike i preferencije generacije Z potrebno je provesti istraživanje. Time će se dobiti jasnija slika o važnosti aktivnog korištenja društvenih medija od strane trgovačkih lanaca. U radu će se prikazati kakvu ulogu digitalna prisutnost trgovačkih lanaca na društvenim medijima ima u namjeri kupnje kod potrošača generacije Z. Opće je poznato da je uloga društvenih medija svakim danom sve veća, kao i da ih sve više potrošača koristi u svakodnevnom životu. Stoga je, cilj rada istražiti ulogu digitalne prisutnosti trgovačkih lanaca na društvenim medijima te istražiti kako aktivno korištenje društvenih medija od strane trgovačkog lanaca utječe na namjeru kupovine potrošača generacije Z u trgovačkom lancu. Provedeno je kvantitativno istraživanje na namjernom prigodnom uzroku od 184 ispitanika. Dobivenim rezultatima utvrđeno je da digitalna prisutnost trgovačkih lanaca ima veliku ulogu u namjeri kupnje potrošača generacije Z, a posebno kod onih koji ih prate i zainteresirani su za sadržaj trgovačkih lanaca, ali i kod onih koji ih ne prate. Kako bi trgovački lanci nastavili dopirati do generacije Z moraju kontinuirano pratiti trendove i primjenjivati ih u svom poslovanju. S obzirom na to da veliki broj ispitanika generacije Z ne prati trgovačke lance na društvenim medijima ostavlja se prostor za moguća dublja istraživanja i napredak u marketinškim strategijama trgovačkih lanaca.

Abstract (english)

Changes in consumer habits, conditioned by factors such as age, preferences, and financial capabilities, compel retail chains to innovate to successfully adapt to diverse consumer needs. Conducting research is necessary for retail chains to understand the habits and preferences of Generation Z. This will provide a clearer picture of the importance of active use of social media by retail chains. The paper will demonstrate the role of the digital presence of retail chains on social media in influencing the purchasing intention of Generation Z consumers. It is widely known that the role of social media is increasing every day, and more and more consumers use them in their daily lives. Therefore, the study aims to investigate the role of the digital presence of retail chains on social media and to explore how active usage of social media by retail chains affects the purchasing intention of Generation Z consumers in retail chains. A quantitative study was conducted on a purposive sample of 184 respondents. The results revealed that the digital presence of retail chains plays a significant role in the purchasing intention of Generation Z consumers, especially among those who follow them and are interested in the content provided by retail chains, but also among those who do not follow them. To continue reaching Generation Z, retail chains must continuously monitor trends and apply them in their operations. Given that a large number of Generation Z respondents do not follow retail chains on social media, there is room for further research and advancement in the marketing strategies of retail chains.

• Keywords: digitalna prisutnost; društveni mediji; generacija Z; trgovački lanci; namjera kupovine
• Keywords (english): digital presence; social media; generation Z; retail chains; purchase intent
• Language: croatian
• URN:NBN: urn:nbn:hr:148:645807
• 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: Access restricted to students and staff of home institution
• Created on: 2024-02-27 13:35:16