Društvene mreže kao trend u maloprodaji kozmetike

undergraduate thesis

• Title (english): Social media as a trend in cosmetic retailing
• Author: Ivona Garac
• Mentor: Sanda Soucie (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2024-09-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Završni rad definira pojam društvenih mreža i njihovu ulogu u postizanju uspješnosti kozmetičkih marki. Također, definira i različite uloge društvenih mreža kao izvora informacija i njihovog utjecaja na potrošače kozmetičkih proizvoda kroz namjeru kupnje, upoznavanje potrošača sa proizvodima i njihovu lojalnost kozmetičkim markama. U radu su navedeni uspješni maloprodavači kozmetičkih proizvoda u Hrvatskoj i svijetu, te strategije koje provode na društvenim mrežama u svrhu postizanja uspješnosti. U sklopu rada provedeno je „Istraživanje utjecaja društvenih mreža na namjeru kupnje potrošača kozmetičkih proizvoda". Cilj istraživanja je utvrditi različite načine na koje društvene mreže utječu na potrošačevu namjeru kupnje i metode kojima se namjera kupnje može unaprijediti.

Abstract (english)

This final paper defines the concept of social media networks and their role in achieving the success of cosmetic brands. It also defines the different roles of social media networks as a source of information, and their influence on consumers of cosmetic products through purchase intention, familiarization of consumers with products and their loyalty to cosmetic brands. The paper lists successful retailers of cosmetic products in Croatia and the world, as well as the strategies implemented on social networks in order to achieve success. As part of this final paper, „Research on the influence of social networks on the purchase intention of consumers of cosmetic products“ was carried out. The aim of the research is to determine the different ways in which social networks influence the consumer's purchase intention and the methods by which the purchase intention can be improved.

• Keywords: društvene mreže; maloprodaja; kozmetika
• Keywords (english): social media; retail; cosmetics
• Language: croatian
• URN:NBN: urn:nbn:hr:148:147991
• Study programme: Title: /; Study programme type: professional; Study level: undergraduate; Academic / professional title: prvostupnik (baccalaureus) ekonomije/prvostupnica (baccalaurea) ekonomije (prvostupnik (baccalaureus) ekonomije/prvostupnica (baccalaurea) ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2024-09-17 12:35:12