Analiza percipiranog utjecaja komunikacije putem utjecajnih osoba na namjeru kupovine kozmetičkih proizvoda

master's thesis

• Title (english): Analysis of perceived impact of communication by influencers on the purpose of purchasing cosmetic products
• Author: Mihaela Puhalo
• Mentor: Goran Vlašić (mentor); MBZ: 265372
• Committee member: Morana Fudurić (predsjednik 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: 2019-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Glavni cilj ovoga rada je analizirati kako potrošači percipiraju komunikaciju utjecajnih osoba na društvenim mrežama te kako komunikacija utječe na odluku o kupovini u kategoriji kozmetičkih proizvoda. U radu su korišteni primarni i sekundarni podaci. Sekundarni podaci prikupljeni su iz raznih knjiga, znanstvenih članaka i radova u knjižnici Ekonomskog fakulteta u Zagrebu te Nacionalnoj i sveučilišnoj knjižnici. Također, podaci su prikupljeni i u online bazama podataka Emerald, EBSCO te na raznim web stranicama. Primarni podaci prikupljeni su u razdoblju od 31. srpnja 2019. do 14. kolovoza 2019. godine putem anketnog upitnika izrađenog putem Google Forms obrasca. Sudjelovalo je 157 ispitanika. Dobiveni rezultati upućuju na to da utjecajne osobe svojom komunikacijom putem društvenih mreža ne utječu na odluku o kupovini kozmetičkih proizvoda.

Abstract (english)

The main objective of this degree thesis is to analyze how consumers perceive the communication of influencers on social network and how communication influences the purchasing decision in the cosmetic category. The degree thesis used primary and secondary data. Secondary data were collected from various books, scientific articles and other degree thesis in the library of the Faculty of Economics and Business in Zagreb and the National and University Library. Also, data were collected in Emerald, EBSCO online databases and various websites. Primary data were collected from July 31, 2019 to August 14, 2019 via a questionnaire created using the Google Forms. 157 respondents participated. The result indicates that influencers do not influence the decision to purchase cosmetic products through their social media communication platforms.

• Keywords: komunikacija; utjecajne osobe; društvene mreže; odluka o kupovini; kozmetički proizvodi
• Keywords (english): communication; influencer; social media network; purchase decision; cosmetic product
• Language: croatian
• URN:NBN: urn:nbn:hr:148:584795
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2019-10-01 17:54:10