Uloga komunikacije društveno odgovornog ponašanja na društvenim medijima u oblikovanju stava potrošača i namjeri elektroničke usmene predaje u kategoriji kozmetičkih proizvoda

master's thesis

• Title (english): The role of communication of socially responsible behavior on social media in shaping consumer attitudes and electronic word-of-mouth intentions in the category of cosmetics products
• Author: Petra Stupar
• Mentor: Sandra Horvat (mentor)
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Committee member: Vatroslav Škare (član povjerenstva)
• Committee member: Tanja Komarac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2022-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Danas, društveni mediji predstavljaju ogromnu priliku za društveno odgovornu komunikaciju jer omogućuju poduzećima dosegnuti nove razine otvorenosti i transparentnosti. Društveno odgovorno poslovanje novi je način poslovanja koji donosi velike promjene u načinu kako poduzeća razmišljaju. S razvojem novih i digitalnih medija potrošači sve više traže i dijele iskustva o markama putem online kanala koji vode do elektroničke usmene predaje. Razna istraživanja ukazuju na pozitivnu vezu između uključenosti poduzeća u društvena i ekološka pitanja i dobroj volji potrošača prema markama. S tim saznanjima cilj rada je bio istražiti oblikuje li komunikacija društveno odgovornog poslovanja na društvenim medijima stav potrošača prema marki te pruža li im poticaj za elektroničku usmenu predaju. U svrhu istraživanja provedeno je primarno istraživanje kvantitativnom metodom gdje je kao mjerni instrument korišten anketni upitnik koji je objavljen na društvenim medijima. Istraživanje je provedeno na namjernom, prigodnom uzorku od 102 ispitanika. Kroz istraživanje u radu pokazalo se da su potrošači poprilično upoznati s obilježjima i karakteristikama društveno odgovornog poslovanja što potvrđuje podatak da gotovo pola ispitanika pokušava kupovati od društveno odgovornih poduzeća. Rad je prikazao neutralan stav ispitanika kod tvrdnji kojima se mjerila uloga društveno odgovornog poslovanja u stvaranju elektroničke usmene predaje, no na zasićenom tržištu gdje je svaka prednost dobro došla, ovo je dodatan poticaj poduzećima da ukomponiraju komunikaciju društveno odgovornog poslovanja na svojim društvenim medijima kako bi bili korak ispred konkurencije.

Abstract (english)

Today, social media represents a huge opportunity for socially responsible communication because it allows companies to reach new levels of openness and transparency. Corporate social responsibility is a new way of doing business that brings big changes in the way companies think. With the development of new and digital media, consumers increasingly seek and share brand experiences through online channels that lead to electronic word of mouth. Various studies indicate a positive connection between the involvement of companies in social and environmental issues and the goodwill of consumers towards brands. With this knowledge, the aim of the work was to investigate whether the communication of socially responsible business on social media shapes the attitude of consumers towards the brand and whether it provides them with an incentive for electronic word of mouth. For the purpose of the research, primary research was conducted using a quantitative method, where a survey questionnaire was used as a measuring instrument, which was published on social media. The research was conducted on a deliberate, convenient sample of 102 participants. Through the research in the paper, it was shown that participants are quite familiar with the features and characteristics of socially responsible businesses, which is confirmed by the fact that almost half of the respondents try to buy from socially responsible companies. The paper showed the neutral attitude of the participants to the statements that measured the role of socially responsible business in creating electronic word of mouth, but in a saturated market where every advantage is welcome, this is an additional incentive for companies to incorporate socially responsible business communication on their social media in order to be one step ahead of the competition.

• Keywords: društveno odgovorno poslovanje; društveni mediji; elektronička usmena predaja; stavovi potrošača
• Keywords (english): corporate social responsibility; social media; electronic word of mouth; consumer attitudes
• Language: croatian
• URN:NBN: urn:nbn:hr:148:527840
• Study programme: Title: Digital marketing; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni/a specijalist/specijalistica digitalnog marketinga (stručni/a specijalist/specijalistica digitalnog marketinga)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2022-09-29 08:51:05