Uloga i percepcija e-pošte u formiranju kupovnih preferencija generacije Z u Republici Hrvatskoj

master's thesis

• Title (english): The Role and Perception of Email in Shaping the Purchasing Preferences of Generation Z in the Republic of Croatia
• Author: Magdalena Arapović
• Mentor: Antun Biloš (mentor)
• Committee member: Sandra Horvat (član povjerenstva)
• Committee member: Vatroslav Škare (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-09-23, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Marketing putem e-pošte jedna je od temeljnih i najstarijih aktivnosti digitalnog marketinga, poznata po efikasnosti, brzini, povoljnosti te lakoći upravljanja koristeći alate za automatizaciju postavljanja i provođenja kampanja marketinga putem e-pošte.
Potrošači uspješnu kampanju marketinga e-pošte prepoznaju po personalizaciji, pogodnostima koje ona pruža te vrijednostima koje zastupa. Takva kvalitetna kampanja nastaje pažljivim planiranjem te rezultira većim utjecajem na donošenje kupovnih odluka kod potrošača. Jedan od načina za pozitivan utjecaj na potrošačeve kupovne odluke svakako je praćenje trendova, poput pristupačnosti, dinamičnog sadržaja, prilagodbe pametnim telefonima, segmentacije i sl.
Generacija Z prva je generacija koja je odrasla u potpunosti okružena digitalnim tehnologijama te su u digitalnom okruženju snalažljivi i prate trendove. Pojedina istraživanja tvrde kako pripadnici generacije Z e-poštu još uvijek smatraju najpouzdanijim kanalom komunikacije, dok druga tvrde kako je taj kanal zastario. Utjecaj marketinga e-pošte na njihovu kupovnu odluku većinom je neutralan.
Bazu ovog rada čini istraživanje provedeno na 123 pripadnika generacije Z u Republici Hrvatskoj s ciljem dubljeg razumijevanja uloge marketinga e-pošte na donošenje kupovnih odluka kod pripadnika te generacije. Rezultati provedenog istraživanja pokazuju kako komunikaciju putem e-pošte obavljaju prvenstveno putem pametnih telefona, poruke e-pošte pregledavaju rjeđe, preferiraju slabiju učestalost primanja marketinških poruka e-pošte, te se na njih pretplaćuju većinom zbog pogodnosti ili ljubavi prema marki. Percipirani utjecaj na kupovne odluke postoji, ali nije intenzivan.

Abstract (english)

Email marketing is one of the fundamental and oldest digital marketing activities, known for its efficiency, speed, affordability and ease of management using tools for automation in setting up and conducting email marketing campaigns.
Customers recognize a successful email marketing campaign through its personalization, the benefits it provides and the values it represents. Such a quality campaign is created through careful planning and results in a greater impact on consumers' purchasing decisions. One way to positively influence consumers' purchasing decisions is to follow trends such as accessibility, dynamic content, smartphone adaptation, segmentation, etc.
Generation Z is the first generation to have grown up entirely surrounded by digital technologies, making them adept at navigating online spaces and keeping up with trends. Some studies claim that members of Generation Z still consider email to be the most reliable communication channel, while others claim that this channel is outdated. The influence of email marketing on their purchasing decisions is mostly neutral.
The basis of this paper is a study conducted on 123 members of Generation Z in the Republic of Croatia with the aim of gaining a deeper understanding of the role of email marketing in the purchasing decisions of this generation. The results of the research show that they primarily communicate via email through smartphones, check email messages less frequently, prefer a lower frequency of receiving marketing emails and mostly subscribe to them due to benefits or brand loyalty. There is a perceived influence on purchasing decisions, but it is not intense.

• Keywords: marketing putem e-pošte; generacija Z; odluke o kupnji
• Keywords (english): email marketing; generation Z; purchasing decisions
• Language: croatian
• URN:NBN: urn:nbn:hr:148:708997
• 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 authenticated users
• Created on: 2024-09-24 10:20:36