UTJECAJ DRUŠTVENOG DISTANCIRANJA NA NAČIN KORIŠTENJA DRUŠTVENIH MREŽA KOD PRIPADNIKA GENERACIJE Y

master's thesis

• Title (english): THE ROLE OF SOCIAL DISTANCING ON USAGE OF SOCIAL MEDIA BY GENERATION Y
• Author: Emma Šulić
• Mentor: Goran Vlašić (mentor); MBZ: 265372
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2020-09-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

U današnje vrijeme društvene mreže predstavljaju svakodnevicu mnogih ljudi, pa tako i generacije Y koja se vrlo često s njima i povezuje. Pripadnici ove generacije aktivno sudjeluju u digitalnom životu, prate trendove te aktivno koriste društvene mreže. Za njih društvene mreže označavaju povezanost sa svijetom, a u uvjetima globalne pandemije te pridržavanjem mjera društvenog distanciranja, predstavljaju i alat komunikacije kojim mogu nastaviti održavati socijalizaciju. U ovome radu istražena je teorijska pozadina socijalizacije i novog pojma društvenog distanciranja, kao i društvene mreže s naglaskom na nekolicinu odabranih. Također, istražen je i utjecaj društvenog distanciranja na način korištenja društvenih mreža kod promatrane generacije Y. Podaci su prikupljeni putem anketnog upitnika te prikazuju da generacija Y smatra kako društveno distanciranje nije u velikoj mjeri utjecalo na njihov svakodnevni život, no povećano je korištenje nekih društvenih mreža u vrijeme mjera društvenog distanciranja s naglaskom na njihovu upotrebu koja je orijentirana na zabavu i komunikaciju s drugim korisnicima istih.

Abstract (english)

Nowadays, social networks represent the everyday life of many people, including generation Y, which is very often associated with them. Members of this generation actively participate in digital life, follow trends and actively use social networks. For them, social networks signify connection with the world, and in the conditions of a global pandemic and adherence to measures of social distancing, they also represent a communication tool with which they can continue to maintain socialization. This paper investigates the theoretical background of socialization and the new concept of social distancing, as well as social networks with an emphasis on a select few. Also, the paper investigates the influence of social distancing on the way of using social networks in the observed generation Y. The data were collected through a survey questionnaire and show that generation Y believes that social distancing did not greatly affect their daily lives, but increased use of some social networks at the time of social distancing measures with an emphasis on their use which is oriented towards entertainment and communication with other users of the same.

• Keywords: generacija Y; društvene mreže; društveno distanciranje; socijalizacija
• Keywords (english): generation Y; social networks; social distancing; socialization
• Language: croatian
• URN:NBN: urn:nbn:hr:148:919538
• Study programme: Title: Business Economics; specializations in: Finance, Accounting, Marketing, Organization and management, Trade, Tourism, Analysis and Business planning, Business informatics; Course: Marketing; Study programme type: university; Study level: graduate; Academic / professional title: diplomirani/a ekonomist/ekonomistica (diplomirani/a ekonomist/ekonomistica)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2020-09-21 10:50:05