Društvene mreže kao kanal za prodaju dodataka prehrani

undergraduate thesis

• Title (english): Social media as a channel for the sale of food supplements
• Author: Luka Kontek
• 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

U današnjem digitalnom dobu, društvene mreže igraju ključnu ulogu u promociji i prodaji proizvoda, uključujući dodatke prehrani. Cilj ovog rada je istražiti kako društvene mreže djeluju kao kanal za prodaju dodataka prehrani, te utvrditi koji su ključni faktori koji utječu na odluke potrošača. Metodologija istraživanja uključuje pregled postojeće literature i anketno istraživanje provedeno na 100 ispitanika, aktivnih korisnika društvenih mreža. Anketni upitnik obuhvatio je pitanja o socio-demografskim obilježjima ispitanika, njihovoj informiranosti o dodacima prehrani, kupovnim navikama te stavovima prema oglašavanju na društvenim mrežama. Rezultati istraživanja pokazali su da većina ispitanika koristi Instagram, Facebook i TikTok za dobivanje informacija o dodacima prehrani, te da osobni treneri i influenceri imaju značajan utjecaj na njihove odluke o kupnji. Ispitanici su izrazili određenu skepsu prema pouzdanosti informacija na društvenim mrežama, no unatoč tome, oglasi na ovim platformama pružaju dovoljno informacija o proizvodima i potiču na kupnju. Zaključno se može reći da društvene mreže predstavljaju moćan alat za promociju dodataka prehrani, ali je potrebno kontinuirano raditi na povećanju transparentnosti i pouzdanosti informacija kako bi se izgradilo povjerenje korisnika. Rad pruža smjernice za učinkovite marketinške strategije i ističe potrebu za daljnjim istraživanjima s većim uzorkom i širim spektrom društvenih mreža.

Abstract (english)

In today's digital age, social networks play a key role in the promotion and sale of products, including dietary supplements. The aim of this paper is to investigate how social networks act as a channel for the sale of dietary supplements, and to determine the key factors that influence consumer decisions. The research methodology includes a review of existing literature and a survey conducted on 100 respondents, active users of social networks. The survey questionnaire included questions about the socio-demographic characteristics of the respondents, their awareness of dietary supplements, purchasing habits, and attitudes towards advertising on social networks. The research results showed that most respondents use Instagram, Facebook, and TikTok to obtain information about dietary supplements, and that personal trainers and influencers have a significant impact on their purchasing decisions. Respondents expressed some skepticism about the reliability of information on social networks, but despite this, advertisements on these platforms provide enough information about products and encourage purchases. In conclusion, it can be said that social networks represent a powerful tool for the promotion of dietary supplements, but it is necessary to continuously work on increasing the transparency and reliability of information in order to build user trust. The paper provides guidelines for effective marketing strategies and highlights the need for further research with a larger sample and a wider range of social networks.

• Keywords: društvene mreže; dodatci prehrani; digitalni marketing; influenceri; prodaja
• Keywords (english): social networks; dietary supplements; digital marketing; influencers; sales
• Language: croatian
• URN:NBN: urn:nbn:hr:148:848502
• Study programme: Title: Business Economics; specializations in: Trade Business Operations, Tourism Business Operations, Accounting and Finances, Business Secretary; Course: Trade Business Operations; Study programme type: professional; Study level: undergraduate; Academic / professional title: stručni/a pristupnik/pristupnica ekonomije (stručni/a pristupnik/pristupnica 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 13:15:09