Uloga sadržaja kreiranog od strane korisnika na društvenim mrežama pri odabiru pametnog telefona

master's thesis

• Title (english): Role of user-generated content on social media when buying a smartphone
• Author: Marko Roje
• Mentor: Vatroslav Škare (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2022-02-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Napretkom interneta i društvenih mreža potrošačima je omogućeno kreiranje vlastitog sadržaja kojeg mogu, uz pomoć par klikova, podijeliti s cijelim svijetom. Dio tog sadržaja kojeg kreiraju korisnici društvenih mreža su i objave o različitim proizvodima. Potrošači prilikom kupovine proizvoda koja zahtijeva visoku uključenost detaljno pretražuju internet u potrazi za informacijama. Na taj način se smanjuje percipirani rizik kupnje. Kupnja pametnog telefona je od takvih kupnji koja zahtijeva visoku uključenost potrošača. Jedan od izvora informacija su i društvene mreže. Ovaj rad istražuje kakvu ulogu sadržaj koji kreiraju korisnici na društvenim mrežama ima pri odabiru pametnog telefona. Istraživanje je provedeno putem web ankete na društvenim mrežama. Rezultati pokazuju kako su potrošačima prilikom odabira pametnog telefona najvažniji imidž marke, cijena i dizajn pametnog telefona. Prilikom odabira čitaju recenzije drugih korisnika kako bi donijeli ispravnu odluku, ali su skeptični u vezi njihove iskrenosti i stručnosti. Ono što im ulijeva povjerenje je način pisanja recenzija pa tako više vjeruju detaljnijim recenzijama i onima koje su pisane na prijateljski način. Ovakvi rezultati potvrđuju činjenicu da potrošači u velikoj mjeri čitaju online recenzije drugih korisnika kako bi smanjili rizik kupnje, ali isto tako evaluiraju kojim online recenzijama vjeruju, a kojima ne.

Abstract (english)

With the advancement of the Internet and social networks, consumers have been able to create their own content which they can, with a few clicks, share with the whole world. Part of this content that is created by social network users are also about various products. When buying a product that requires high consumer involvement, consumers search the Internet in order to find key pieces of information. This reduces the perceived purchase risk. Buying a smartphone is one of those purchases that requires high consumer involvement. One source of information are social networks. This paper explores the role of user generated content on social networks in choosing a smartphone. The research was conducted through web survey through social networks. The results show that the most important things for consumers when choosing a smartphone are brand image, price and the design of the smartphone. When they research about products, they read reviews from other users to make the right decision, but they are skeptical about other people’s honesty and expertise online. What makes reviews more trustworthy is the way they’re written, so they trust more detailed reviews and those that are written in a friendly way. These results confirm the fact that consumers largely read other users' online reviews to reduce the perceived risk, but they also evaluate which online reviews they trust and which they do not.

• Keywords: društvene mreže; UGC; pametni telefon; recenzija; Facebook; Instagram
• Keywords (english): social networks; UGC; smartphone; review; Facebook; Instagram
• Language: croatian
• URN:NBN: urn:nbn:hr:148:268319
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2022-02-24 18:01:57