prikaz prve stranice dokumenta Impact of online advertising on purchasing decision of consumers of generation Z
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master's thesis
Impact of online advertising on purchasing decision of consumers of generation Z
2022. urn:nbn:hr:148:064286
Samec, Sara
University of Zagreb
Faculty of Economics and Business

Cite this document

Samec, S. (2022). Impact of online advertising on purchasing decision of consumers of generation Z (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:064286

Samec, Sara. "Impact of online advertising on purchasing decision of consumers of generation Z." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2022. https://urn.nsk.hr/urn:nbn:hr:148:064286

Samec, Sara. "Impact of online advertising on purchasing decision of consumers of generation Z." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2022. https://urn.nsk.hr/urn:nbn:hr:148:064286

Samec, S. (2022). 'Impact of online advertising on purchasing decision of consumers of generation Z', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 25 April 2025, https://urn.nsk.hr/urn:nbn:hr:148:064286

Samec S. Impact of online advertising on purchasing decision of consumers of generation Z [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2022 [cited 2025 April 25] Available at: https://urn.nsk.hr/urn:nbn:hr:148:064286

S. Samec, "Impact of online advertising on purchasing decision of consumers of generation Z", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:148:064286

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Metadata
TitleImpact of online advertising on purchasing decision of consumers of generation Z
Title (croatian)Utjecaj internetskog oglašavanja na odluku potrošača o kupnji generacije Z
AuthorSara Samec
MentorAna Tkalac Verčič (mentor)
Committee memberAna Tkalac Verčič (predsjednik povjerenstva)
Committee memberRužica Brečić (član povjerenstva)
Committee memberAndrea Lučić (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
Zagreb
Defense date and country2022-09-28, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
The subject of this Master thesis is impact that online advertising has on purchasing decision of generation Z, and comparison with generations Y and X. This thesis provides theoretical background of consumer behavior in online environment as well as the aspects on online advertising. Online advertising today enables promotion of all kinds of products and services, which increases purchasing intention of consumer. It is crucial that the product message is clear and complete, so that every generation can remember details that will help in the future purchase process. Research was conducted on consumer purchasing decision and the difference online advertising has between generations.
Abstract (croatian)
Predmet ovog magistarskog rada je utjecaj koji online oglašavanje ima na odluku o kupnji generacije Z, te usporedba s generacijama Y i X. Ovaj rad daje teorijsku pozadinu ponašanja potrošača u online okruženju kao i aspekte online oglašavanja. Internetsko oglašavanje danas omogućuje promociju svih vrsta proizvoda i usluga, što povećava kupovnu namjeru potrošača. Ključno je da poruka proizvoda bude jasna i cjelovita, kako bi svaka generacija zapamtila detalje koji će pomoći u budućoj kupnji. Provedeno je istraživanje o kupovnoj odluci potrošača i razlikama koje online oglašavanje ima među generacijama.
Keywords
Keywords (english)
Languageenglish
URN:NBNurn:nbn:hr:148:064286
Study programmeTitle: Business economics; specializations in: Marketing in english, Managerial informatics, Management, Marketing, Trade and international business, Leadership
Course: Marketing in english
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2022-09-29 11:40:43