Utjecaj marketinške komunikacije putem društvenih mreža na potrošačev stav i namjeru kupnje proizvoda brze mode

master's thesis

• Title (english): The influence of marketing communication through social networks on the consumer´s attitude and purchase intention of fast fashion products
• Author: Katarina Bosiljevac
• Mentor: Irena Pandža Bajs (mentor)
• Committee member: Irena Pandža Bajs (predsjednik povjerenstva)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2022-09-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Razvoj društvenih mreža imao je veliki utjecaj na marketinšku komunikaciju poduzeća prema potrošačima. Društvene mreže stekle su veliku popularnost među poduzećima i trgovcima, te su integrirane kao alat marketinške komunikacije poduzeća zbog svojih posebnih karakteristika i prednosti. U ovom virtualnom okruženju društvenih mreža, poduzeća mogu stvoriti bliske odnose sa svojim potrošačima, što može dovesti do veće uključenosti potrošača u njihove robne marke. Industrija brze mode, kao jedna od najpopularnijih industrija svijeta posljednjih nekoliko godina bila je pred izazovom pronalaženja novog načina dosezanja šireg kruga potrošača. Poput mnogih tvrtki u istaknutim industrijama, modne marke su odlučivši ne zanemariti prilike koje im društveni mediji donose, promociju svojih proizvoda preselile na društveme mreže. Društvene mreže sada su primarni izvor informacija za potrošače i jedan od najmoćnijih marketinških alata za poduzeća modne industrije. U svrhu ispunjenja ciljeva rada provedeno je jednokratno primarno istraživanje primjenom anketnog upitnika na prigodnom uzorku od 110 ispitanika. Rezultati dobiveni provedenim istraživanjem pokazali su da marketinška komunikacija putem društvenih mreža poduzeća modne industrije nema značajan utjecaj na potrošačev stav i namjeru kupnje proizvoda brze mode.

Abstract (english)

The development of social networks had a great impact on the marketing communication of companies to consumers. Social networks have gained great popularity among companies and marketers, and have been integrated as a marketing communication tool of companies due to their special characteristics and advantages. In this virtual social networking environment, businesses can create close relationships with their consumers, which can lead to greater consumer involvement with their brands. The fast fashion industry, as one of the most popular industries in the world in recent years, was faced with the challenge of finding new ways to reach a wider range of consumers. Like many companies in prominent industries, fashion brands, having decided not to ignore the opportunities that social media brings them, have moved the promotion of their products to social networks. Social networks are now the primary source of information for consumers and one of the most powerful marketing tools for fashion industry businesses. In order to fulfill the objectives of the work, a one-time primary research was conducted using a survey questionnaire on a convenient sample of 110 respondents. The results obtained from the conducted research showed that the marketing communication of fashion industry companies does not have a significant impact on the consumer's attitude and intention to purchase fast fashion products.

• Keywords: marketinška komunikacija; društvene mreže; promocija; modna industrija; potrošači; stav; namjera; kupnja; brza moda
• Keywords (english): marketing communication; social networks; promotion; fashion industry; consumers; attitude; intention; purchase; fast fashion
• Language: croatian
• URN:NBN: urn:nbn:hr:148:609552
• Study programme: Title: Management and marketing in retail; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni/a specijalist/specijalistica menadžmenta i marketinga maloprodaje (stručni/a specijalist/specijalistica menadžmenta i marketinga maloprodaje)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2022-09-24 15:26:36