Stavovi potrošača prema marketingu programa suradnje internetskih prodavaonica

master's thesis

• Title (english): Consumer attitudes towards affiliate marketing programs of online stores
• Author: Katarina Jazvo
• Mentor: Vatroslav Škare (mentor)
• Committee member: Marija Tomašević-Lišanin (član povjerenstva)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2024-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Marketing programa suradnje (eng. affiliate marketing), iako prisutan već dugi niz godina, u
posljednjim se godinama ističe zbog sve brže digitalizacije i rastuće važnosti društvenih mreža.
Ovaj oblik marketinga omogućuje pojedincima i organizacijama da oglašavaju proizvode ili
usluge drugih poduzeća u zamjenu za proviziju na ostvarene prodaje ili druge rezultate. Unatoč
njegovoj dugoj povijesti, marketing programa suradnje stekao je novu dinamiku i značaj u eri
digitalnog oglašavanja, gdje se njegova prisutnost sve više osjeća kroz utjecajne osobe (eng.
influencers), blogove i društvene mreže. Cilj istraživanja je razumjeti svjesnost i percepcije
potrošača o marketingu programa suradnje, identificirati ključne faktore koji utječu na njihovo
povjerenje i angažman s ovim programima. Istražuje se kako potrošači percipiraju
transparentnost programa suradnje, utjecaj utjecajnih osoba i ključne čimbenike koji utječu na
kupovne odluke potrošača. Rezultati pokazuju da, iako potrošači često smatraju marketing
programa suradnje korisnim za otkrivanje novih proizvoda ili pronalaženje popusta, mnogi
ostaju skeptični prema transparentnosti tih programa. Određeni broj ispitanika izrazio je
zabrinutost zbog potencijalne manipulacije, što ukazuje na potrebu za većom jasnoćom i
etičkim praksama unutar ovog oblika marketinga. Ovaj diplomski rad pruža uvide u aktualno
stanje marketinga programa suradnje, ističući njegove prednosti i nedostatke, posebno u
kontekstu percepcije i povjerenja potrošača.

Abstract (english)

Affiliate marketing, while present for many years, has gained prominence in recent times due
to accelerating digitalization and the growing importance of social media. This marketing
model allows individuals and organizations to promote products or services from other
companies in exchange for a commission on sales or other results achieved. Despite its long
history, affiliate marketing has gained new dynamics and significance in the digital advertising
era, increasingly evident through influencers, blogs, and social networks. The aim of this
research is to understand consumer awareness and perceptions of affiliate marketing,
identifying key factors that influence their trust and engagement with these programs. It
examines how consumers perceive the transparency of affiliate programs, the impact of
influencers, and key factors affecting their purchasing decisions. Results show that while
consumers often find affiliate marketing useful for discovering new products or finding
discounts, many remain skeptical about the transparency of these programs. A number of
respondents expressed concerns about potential manipulation, indicating a need for greater
clarity and ethical practices within this marketing model. This thesis provides insights into the
current state of affiliate marketing, highlighting its strengths and weaknesses, particularly in the
context of consumer perception and trust.

• Keywords: marketing programa suradnje; affiliate marketing; stavovi potrošača; internet prodavaonice; digitalno oglašavanje; mreža partnerskog marketinga
• Keywords (english): affiliate marketing; consumer attitudes; online stores; digital advertising; affiliate network
• Language: croatian
• URN:NBN: urn:nbn:hr:148:950232
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-09-26 20:44:34