UTJECAJ DRUŠTVENIH MREŽA NA PONAŠANJE POTROŠAČA I NJIHOV ODABIR PRI KUPNJI ODJEVNIH PREDMETA

undergraduate thesis

• Title (english): THE INFLUENCE OF SOCIAL NETWORKS ON THE BEHAVIOR OF CONSUMERS AND THEIR CHOICE WHEN BUYING CLOTHES
• Author: Lara Špoljar
• Mentor: Ivan Strugar (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Informatics); Zagreb
• Defense date and country: 2019-09-23, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Društvene mreže pod utjecajem razvoja informacijske tehnologije i globalizacije sve više dobivaju na važnosti. Naime, društvene mreže su dobra platforma za razvoj online poduzetništva, odnosno za samo-promidžbu vlastitih proizvoda, što u konačnici rezultira boljom prodajom i zaradom. Cilj rada je u prvom redu razmotriti psihološki aspekt, odnosno utjecaj društvenih mreža na svijest potrošača, način na koje oni djeluju na ljude te kako ih potiču na kupnju odjevnog predmeta. Predmet rada obuhvaća analizu društvenih mreža i utjecaj istih na svijest pojedinca tj. potrošača . Uz to, u radu će biti objašnjeno kako influenceri kao utjecajne osobe djeluju na ponašanje potrošača. U konačnici slijedi online istraživanje koje će biti provedeno metodom anonimnog anketiranja te će obuhvatiti teorijski dio rada i pružiti realnu sliku utjecaja društvenih mreža na ponašanje potrošača i njihov odabir pri kupnji odjevnih predmeta.

Abstract (english)

Social networks under the influence of information technology development and globalization are becoming more and more important. Namely, social networks are a good platform for developing online entrepreneurship, or self-promotion of their own products, which ultimately results in better sales and earnings. The aim of the paper is primarily to consider the psychological aspect, in the influence of social networks on consumer awareness, the way they act on people, and how they encourage them to buy clothing. The paper deals with the analysis of social networks and their impact on the consciousness of individuals, in consumers. This will explain how influencers as influential people act on consumer behaviour. Ultimately, it follows an online survey that will be conducted by the anonymous polling method and will cover the theoretical part of the work and provide a realistic picture of the impact of social networks on consumer behaviour and their choice when purchasing clothing items.

• Keywords: Facebook; Instagram; e-marketing
• Keywords (english): social networks; Facebook; Instagram; e-marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:148:798286
• Study programme: Title: Business Economics; Study programme type: professional; Study level: undergraduate; Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2019-09-26 10:44:53