UTJECAJ DRUŠTVENE MREŽE TIKTOK I UTJECAJNIH OSOBA NA KUPOVNO PONAŠANJE GENERACIJE Z

master's thesis

• Title (english): THE IMPACT OF TIKTOK SOCIAL MEDIA AND INFLUENCERS ON BUYER'S BEHAVIOUR OF GENERATION Z
• Author: Nera Fržop
• Mentor: Dubravka Sinčić Ćorić (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Ružica Brečić (član povjerenstva)
• Committee member: Dubravka Sinčić Ćorić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2022-05-05, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

TikTok je jedna od najpoznatijih i najkorištenijih platformi među društvenim mrežama. Stvaranje struje utjecaja na društvenim mrežama mijenja ekonomsku strukturu tržišta i utječe na promjenu u kupovnom ponašanju, konkretno generacije Z. Kako bi se marketinški moglo odrediti što je optimalno u oglašavanju i prodaji preko društvenih mreža, moraju se promotriti aspekti same društvene mreže, kulture utjecaja i marketinga utjecajnih osoba, kao i same generacije Z. U ovom radu izložit će se teorijske spoznaje i rezultati istraživanja o utjecaju društvene mreže TikTok i utjecajnih osoba na kupovno ponašanje generacije Z u Hrvatskoj. Ciljevi ovog istraživanja su ispitati na koji način generacija Z koristi i doživljava TikTok društvenu mrežu, koja je uloga društvenih mreža, s naglaskom na TikTok, na kupovno ponašanje generacije Z, te kakvu ulogu za pripadnike generacije Z imaju utjecajne osobe u promociji proizvoda i usluga. COVID-19 doveo je do naglog prebacivanja fizičkog svijeta na virtualno polje - koliko je to bilo moguće i potrebno. Upravo iz tog razloga ovo istraživanje nudi sliku o trenutnoj situaciji usred globalne zdravstvene krize, kao i novog vremena za trgovinu i marketing, koja se rapidno mijenja svakoga tjedna, a ne desetljeća.

Abstract (english)

TikTok is one of the most famous and most used platforms among social networks. Creating a stream of influence on social networks changes the economic structure of the market and influences changes in purchasing behavior, specifically Generation Z. That is why it is important to determine what is optimal in advertising and sales through social networks, (changed) aspects of the social network marketing of influential people, as well as the generation Z itself. This paper will present theoretical findings and research results on the impact of the social network TikTok and influential people on the shopping behavior of generation Z in Croatia. The objectives of this study are to examine how Generation Z uses and experiences the TikTok social network, what is the role of social networks, with an emphasis on TikTok, the purchasing behavior of Generation Z, and what role for Generation Z have influential people in promoting products and services. COVID-19 led to the abrupt transfer of the physical world to the virtual field - as much as possible and necessary. It is for this reason that this research offers a picture of the current situation in the midst of the global health crisis, as well as the new times for sales and marketing, which are changing rapidly every week, not decades.

• Keywords: generacija Z; utjecajne osobe; TikTok; kupovno ponašanje
• Keywords (english): generation Z; influential people; TikTok; purchasing behavior
• Language: croatian
• URN:NBN: urn:nbn:hr:148:291700
• 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: Access restricted to students and staff of home institution
• Created on: 2022-05-06 11:17:44