Title Percepcija potrošača u generaciji Z o dijeljenju osobnih podataka u marketinške svrhe Title (english) Generation Z consumers' perception of sharing personal data for marketing purposes Author Lovro Matijević Mentor Luka Buntić (mentor)Committee member Mirko Palić (predsjednik povjerenstva)Committee member Vatroslav Škare (član povjerenstva)Committee member Luka Buntić (član povjerenstva)Granter University of Zagreb Defense date and country 2024-09-17, Croatia Scientific / art field, SOCIAL SCIENCES Abstract Zbog sve veće zabrinutosti i svijesti oko privatnosti osobnih podataka i značenja istih u suvremenom društvu nakon stupanja GDPR-a na snagu u svim zemljama članicama EU, pojavio se pravni okvir koji omogućuje potrošačima veću kontrolu nad osobnim podatcima koji su se do sada nesmetano prikupljali i koristili. Marketing se u modernom svijetu uvelike oslanja na razne apele i personalizaciju kampanji kako bi se maksimizirao uspjeh marketinških napora, stoga su geolokacijski i demografski podatci
... More bitni proizvođačima dobara i pružateljima usluga kako bi optimizirali marketinške strategije u skladu sa svojom ciljanom skupinom potrošača. Ostali podaci prikupljeni preko metoda poput web kolačića i mogu pružiti značajne informacije o potrošačkim navikama i tako pomažu u optimizaciji marketinških procesa. Cilj prikupljanja osobnih podataka je optimizacija marketinškog miksa kako bi se maksimizirao uspjeh odrađenih marketinških kampanji, a svijest potrošača o privatnosti podataka i mjerama koje oni mogu poduzeti protiv dosadašnjih praksi prikupljanja istih je sve veća, stoga marketinški stručnjaci moraju računati i na tu varijablu prilikom razrade strategije, jer prestankom dijeljenja svojih osobnih podataka, ne prihvaćanjem web kolačića ili uporabom svog GDPR-om zajamčenog prava na brisanje i tajnost podataka potrošači mogu znatno ugroziti uspjehe marketinških kampanja koje uvelike ovise o prikupljanju tih raznovrsnih podataka. Generacija Z, nadolazeća generacija mladih koja će uskoro činiti velik udio među radno sposobnim stanovništvom te doći do razine gdje je njihova kupovna moć relevantna, veoma je važan subject istraživanja zato što se radi o najmodernijoj generaciji do sada, koja je u prosjeku više informirana o aktualnim tehnološkim, socijalnim, ekonomskim i geopolitičkim temama od prijašnjih generacija. Iz tog razloga, marketinški stručnjaci moraju promijeniti neke od dosadašnjih praksi, kao što je to prikupljanje podataka u marketinške svrhe, bilo za ciljano oglašavanje,daljnje istraživanje tržišta ili radi optimizacije proizvoda i usluga. Osobni podatci su važan resurs za marketing te usklađivanje procesa prikupljanja podataka u skladu sa stavovima generacije Z može značajno utjecati na buduće načine izrade marketinških strategija koje se zasnivaju na visokoj razini personalizacije proizvoda i usluga te prilagođavanju oglašavačkih kampanja. Less Abstract (english) Due to increasing concern and awareness about personal data privacy and its significance in contemporary society following the implementation of the GDPR in all EU member states, a legal framework has emerged that allows consumers greater control over their personal data, which had previously been collected and used without much restriction. Marketing in the modern world heavily relies on various appeals and the personalization of campaigns to maximize the success of marketing efforts.
... More Therefore, geolocation and demographic data are crucial for producers of goods and service providers to optimize marketing strategies in accordance with their target consumer groups. Other data collected through methods such as web cookies can provide significant insights into consumer habits, thereby aiding in the optimization of marketing processes. The goal of collecting personal data is to optimize the marketing mix to maximize the success of marketing campaigns. However, consumer awareness of data privacy and the measures they can take against previous data collection practices is growing. As a result, marketing professionals must take this variable into account when developing strategies, because consumers can significantly impact the success of marketing campaigns which heavily depend on the collection of diverse data by refusing to share their personal data, rejecting web cookies, or exercising their GDPR-guaranteed rights to data deletion and confidentiality.
Generation Z, the upcoming generation of young people who will soon make up a significant portion of the working-age population and reach a level where their purchasing power is relevant, is a crucial subject of research. This is because they are the most modern generation to date, generally more informed about current technological, social, economic, and geopolitical issues than previous generations. For this reason, marketing professionals must alter some of the current practices, such as data collection for marketing purposes, whether for targeted advertising, further market research, or product and service optimization. Personal data is an important resource for marketing, and aligning data collection processes with the attitudes of Generation Z could significantly influence future ways of developing marketing strategies that are based on a high level of product and service personalization and the adaptation of advertising campaigns.
Keywords: personal data sharing, GDPR, personalized marketing, Generation Z, perception, privacy, data collection, data exchanges. Less Keywords
dijeljenje osobnih podataka
GDPR
personalizirani marketing
generacija Z
percepcija
privatnost
prikupljanje podataka
burze podataka
Keywords (english)
personal data sharing
GDPR
personalized marketing
Generation Z
perception
privacy
data collection
data exchanges.
Language croatian URN:NBN urn:nbn:hr:148:312577 Study programme Title: Business economics Type of resource Text File origin Born digital Access conditions Open access Terms of use Created on 2024-09-18 10:18:42
