Povezanost oglašavanja na društvenim mrežama s donošenjem odluka o kupovini generacije Z

master's thesis

• Author: Zrinka Ljubičić
• Mentor: Ana Tkalac Verčič (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Ružica Brečić (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; Marketing

Abstract

Živimo u svijetu gdje se društvene mreže koriste na dnevnoj bazi. Većina generacija svakodnevno koristi barem jednu društvenu mrežu. Društvene mreže služe kao izvor zabave, povezivanja, kreiranja sadržaja ili traženja informacija. U današnjem svijetu društveni mediji su jedna od najvećih platformi za izravnu interakciju marki s potrošačima (Jamali i Khan, 2018). Većina poduzeća je prepoznala važnost oglašavanja na društvenim mrežama. Generacija Z je rođena s „mobitelom u ruci“ ,te preferiraju digitalne, nasuprot tradicionalnim medijima (Šimunić Rod, 2020). Stoga je, generacija Z izrazito primamljiva oglašivačima, budući da većinu slobodnog vremena provode na društvenim mrežama i svakodnevno upijaju sadržaje s istih (Fistrić, 2018). S obzirom na to da su društvene mreže zasićene oglašivačkim porukama više nego ikad prije, oglašivačima je sve teže pridobiti pažnju i potaknuti potrošače na donošenje kupovne odluke, a posebno generacije Z. Sukladno navedenom, predmet i cilj rada je pronaći odgovor na pitanje: može li oglašavanje na društvenim mrežama biti povezano s donošenjem kupovne odluke generacije Z. Drugim riječima, cilj je utvrditi koliko oglašavanje na društvenim mrežama uspješno utječe na donošenje konačne odluke o kupovini generacije Z. Istraživanje je provedeno prema istraživanju koje su 2014. godine proveli Bilighan, Peng i Kandampully u kojem je sudjelovalo ukupno 113 ispitanika. Rezultati provedenog istraživanja ne razlikuju se znatno s ostalim istraživanjima provedenim na ovu temu. Također, ovim istraživanjem analizirane su razlike u spolu, između muškaraca i žena. Istraživanje je pokazalo da su žene sklonije pretraživati informacije o proizvodu na društvenim mrežama prije donošenja odluke o kupovini.

Abstract (english)

We live in a world where social networks are used on a daily basis. Most generations use at least one social network every day. Social networks serve as a source of entertainment, connection, content creation or information seeking. In today's world, social media is one of the biggest platforms for brands to interact directly with consumers (Jamali and Khan, 2018). Most business have recognized the importance of advertising on social networks. Generation Z was born with a "mobile phone in hand" and prefers digital, as opposed to traditional media (Šimunić Rod, 2020). Therefore, generation Z is extremely attractive to advertisers, since they spend most of their free time on social networks and absorb content from every day (Fistrić, 2018). With social saturated with advertising messages more than ever before, it is becoming increasingly difficult for advertisers to gain attention and drive consumers, especially Gen Z, to make a purchase decision. Accordingly, the subject and goal of the work is to find an answer to the question: can advertising on social networks be related to making a purchase decision of generation Z. in other words, the goal is to find how successfully advertising on social networks influences the making of the final purchase decision of generation Z. The research was conducted according to the research conducted by Bilighan A., Peng C. and Kandampully J. (2014). A total of 113 respondents participated in the research. The results of the conducted research do not differ significantly from other research conducted on this topic. Also, this research analyzed gender differences, between men and women. Research has shown that women are more likely to search for product information on social media before making a purchase decision.

• Keywords: generacija Z; društvene mreže; kupovne odluke; oglašavanje na društvenim mrežama
• Keywords (english): generation Z; social networks; purchase decision; advertising o social media
• Language: croatian
• URN:NBN: urn:nbn:hr:148:357084
• 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: 2022-09-29 09:27:07