Uloga apela na nostalgiju u poticanju dijeljenja sadržaja na društvenim medijima i namjeri kupnje

graduate thesis

• Title (english): The role of appeals to nostalgia in encouraging content sharing on social media and purchase intention
• Author: Ana Kavelj
• Mentor: Sandra Horvat (mentor)
• Committee member: Vatroslav Škare (predsjednik povjerenstva)
• Committee member: Tanja Komarac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2024-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

U digitalnom marketingu, društveni mediji predstavljaju ključnu platformu za izgradnju odnosa između maraka i potrošača. Ovaj rad istražuje ulogu nostalgije kao emocionalnog apela u poticanju dijeljenja sadržaja na društvenim medijima te njen utjecaj na namjeru kupnje, s posebnim naglaskom na marku Studena. Studena, kao prepoznatljiva marka na domaćem tržištu, ima potencijal za jaču emocionalnu povezanost s potrošačima putem nostalgičnih elemenata u marketingu. Istraživanje provedeno na uzorku od 110 ispitanika pokazalo je da nostalgični oglasi Studene imaju ograničen utjecaj na poticanje nostalgije i namjeru kupnje. Iako su ispitanici prepoznali marku, nostalgični aspekti nisu bili dovoljno snažni da značajno potaknu angažman ili dijeljenje sadržaja. Ovi rezultati naglašavaju potrebu za jačom integracijom emocionalnih apela u marketinške strategije kako bi se poboljšala percepcija i angažman potrošača.

Abstract (english)

In digital marketing, social media represent a key platform for building relationships between brands and consumers. This paper explores the role of nostalgia as an emotional appeal in encouraging content sharing on social media and its impact on purchase intention, with a special focus on the Studena brand. Studena, a well-known brand in the domestic market, has the potential to foster stronger emotional connections with consumers through nostalgic elements in its marketing. The research conducted on a sample of 110 respondents revealed that Studena's nostalgic advertisements have a limited effect in evoking nostalgia and stimulating purchase intention. Although respondents recognized the brand, the nostalgic aspects were not strong enough to significantly drive engagement or content sharing. These findings highlight the need for a stronger integration of emotional appeals in marketing strategies to enhance consumer perception and engagement.

• Keywords: Nostalgija; apel na nostalgiju; društveni mediji; dijeljenje sadržaja; angažman potrošača; namjera kupnje; marka Studena
• Keywords (english): Nostalgia; appeal to nostalgia; social media; content sharing; consumer engagement; purchase intention; Studena brand
• Language: croatian
• URN:NBN: urn:nbn:hr:148:807702
• 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: Born digital
• Access conditions: Open access
• Created on: 2024-10-01 18:55:52