Uloga negativnih recenzija na društvenim medijima u percepciji telekomunikacijskih marki

graduate thesis

• Title (english): The role of negative reviews on social media in the perception of telecommunication brands
• Author: Karlo Cicvara
• Mentor: Vatroslav Škare (mentor)
• Committee member: Vatroslav Škare (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Committee member: Tanja Komarac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-09-20, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Telekomunikacijske marke predstavljaju poduzeća koja pružaju različite usluge prijenosa podataka, kao na primjer glasovne pozive, poruke, internet te ostale oblike digitalne komunikacije. Takve marke igraju ključnu ulogu u modernoj digitalizaciji društva, omogućavaju digitalnu povezanost i povećavaju rast digitalne ekonomije. Razvoj društvenih mreža i različitih vrsta tehnologije, u posljednjih nekoliko godina, doveo je do sve većeg razvoja telekomunikacijskih marki kao i njihovog odnosa prema korisnicima njihovih usluga. Prema tome, osobno mišljenje o određenim proizvodima i uslugama korisnika počelo je dobivati na sve većoj važnosti. Korisnici tako, kroz različite vrste komentara i recenzija, iznose vlastito mišljenje o određenim uslugama marke te tako omogućavaju ostalima da se poistovjete ili daju svoje iskustvo. Takvi komentari pojavljuju se na različitih vrstama digitalne komunikacije kao npr. na društvenim medijima (Facebook, Instagram, Tiktok) te na ostalim mjestima velikog broja „online“ korisnika poput foruma, blogova, chat soba i dr.. Može se reći kako svaka osoba ima mogućnost komentiranja, stoga će određeni komentari imati utjecaj na samu percepciju marke te kasniju odluku o odabiru telekomunikacijske marke. Upravo radi toga, cilj rada je uloga negativnih online recenzija na društvenim medijima u percepciji telekomunikacijskih marki. Ova industrija smatra se zanimljivom zbog toga što ovakve marke imaju veliki broj negativnih iskustava kod korisnika. Krajnji dio rada temelji se na istraživanju koje uključuje online anketni upitnik. Istraživanje se tako fokusira na nekoliko ključnih aspekata: koliko često potrošači čitaju negativne recenzije, koliko im vjeruju te kako negativne recenzije utječu na njihove odluke o korištenju ili promjeni pružatelja telekomunikacijskih usluga. Rezultati istraživanja ukazuju na važnu ulogu negativnih recenzija kod percepcije ovakvih marki. Korisnici negativne recenzije doživljavaju kao važan izvor informacija i često im daju veću važnost nego pozitivnim recenzijama. Stoga, negativne recenzije mogu ozbiljno narušiti ugled i povjerenje telekomunikacijske marke koje će se u budućnosti sve više i više razvijati te imati još veći broj novih korisnika.

Abstract (english)

Telecommunications brands represent companies that provide various data transmission services, such as voice calls, messages, the Internet and other forms of digital communication. Such brands play a key role in the modern digitalization of society, enabling digital connectivity and increasing the growth of the digital economy. The development of social networks and different types of technologies, in the last few years, has led to the increasing development of telecommunications brands as well as their relationship with users of their services. Therefore, the personal opinion about certain products and services of the user began to gain more and more importance. Users, through various types of comments and reviews, express their own opinion about certain services on the market and thus enable others to reconcile or give their experience. Such comments appear on different types of digital communications, such as social media (Facebook, Instagram, Tiktok) and other places with a large number of "online" users, such as forums, blogs, chat rooms... It can be said that every person has the ability to comment, therefore certain comments will have an impact on the very perception of the brand and the subsequent decision to purchase and choose a telecommunications brand. Precisely for this reason, the aim of the paper is to investigate the role of negative online reviews on social media in the perception of telecommunications brands. This industry is considered interesting because these brands have the number of negative user experiences. The final part of the paper is based on research that includes an online questionnaire. The research focuses on several key aspects: how often consumers read negative reviews, how much they trust them and how negative reviews influence their decisions to use or change telecommunications service providers. The research results indicate the important role of negative reviews in the perception of such brands. Users perceive negative reviews as an important source of information and often give them more importance than positive reviews. Therefore, negative reviews can seriously damage the reputation and trust of telecommunications brands that will develop more and more in the future and have an even greater number of new users.

• Keywords: sadržaj kojeg stvaraju korisnici; telekomunikacijske marke; negativne online recenzije; percepcija marke
• Keywords (english): user generated content; telecommunication brands; negative online reviews; brand perception
• Language: croatian
• URN:NBN: urn:nbn:hr:148:162618
• Study programme: Title: Digital marketing; Study programme type: professional; Study level: graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Reformatted digital
• Access conditions: Access restricted to authenticated users
• Created on: 2024-09-22 11:41:41