Percepcija generacije Z o prikrivenom oglašavanju u video sadržaju lidera mišljenja na društvenim mrežama

master's thesis

• Title (english): The perception of generation z on hidden advertising in video content by influencers on social media
• Author: Eugen Buzov
• Mentor: Dubravka Sinčić (mentor)
• Committee member: Dubravka Sinčić (predsjednik povjerenstva)
• Committee member: Andrea Lučić (član povjerenstva)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-10-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Društvene mreže rastuće su mjesto za oglašavanje i marketing. Kako bi se oglašivači istaknuli u današnjem zagušenom svijetu digitalnog marketinga, moraju stvarati virusne i nenametljive oglase da bi se probile kroz komunikacijski nered. Prikriveno oglašavanje na društvenim mrežama smatra se manje uznemirujućim u usporedbi s drugim oblicima oglašavanja na društvenim mrežama jer koristi popularne, a sve češće i mikro lidere mišljenja kako bi svoju poruku prenijeli do publike. Cilj ovog diplomskog rada je pružiti dublje razumijevanje o percepcijama generacije Z prema prikrivenom oglašavanju na društvenim mrežama, posebno u kontekstu sadržaja koji stvaraju lideri mišljenja. Istraživanje se provodilo online anketnim upitnikom na uzorku od 109 osoba koje se koriste društvenim mrežama s dominantno video sadržajem i pripadnici su generacije Z. Prikupljeni podaci upućuju na to da generacija Z prepoznaje prikriveno oglašavanje, pokazuje visok stupanj skepticizma prema autentičnosti lidera mišljenja, te cijeni transparentnost i autentičnost u sponzorskom sadržaju na društvenim mrežama.

Abstract (english)

Social media platforms are an increasingly prominent space for advertising and marketing. To stand out in today's cluttered world of digital marketing, advertisers must create viral and unobtrusive ads to break through the communication noise. Hidden advertising on social media is considered less intrusive compared to other forms of social media advertising because it utilizes popular, and increasingly micro, influencers to convey their messages to the audience. The aim of this thesis is to provide a deeper understanding of Generation Z's perceptions of hidden advertising on social media, particularly in the context of content created by influencers. The research was conducted through an online survey with a sample of 109 individuals who use social media platforms predominantly featuring video content and belong to Generation Z. The results indicate that Generation Z recognizes hidden advertising, exhibits a high level of skepticism towards the authenticity of influencers, and values transparency and authenticity in sponsored content on social media.

• Keywords: prikriveno oglašavanje; društvene mreže; lideri mišljenja; generacija Z
• Keywords (english): hidden advertising; social media; influencers; Generation Z
• Language: croatian
• URN:NBN: urn:nbn:hr:148:608072
• 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: 2024-10-25 09:46:58