Utjecaj društvenih mreža na kupovinu kozmetičkih proizvoda

master's thesis

• Title (english): The impact of social media on the purchase of cosmetic products
• Author: Kristina Ivić
• Mentor: Blaženka Knežević (mentor)
• Committee member: Dario Dunković (predsjednik povjerenstva)
• Committee member: Mia Delić (član povjerenstva)
• Committee member: Blaženka Knežević (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2022-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; International Economics

Abstract

U ovom radu se ponajprije pojmovno određuje tradicionalna trgovina i online trgovina kao važni faktori istraživanja te njihove različitosti. U nastavku se definiraju društvene mreže, njihova važnost, trend i zastupljenost u Republici Hrvatskoj. U okviru toga, objašnjava se važnost oglašavanja putem Instagrama te utjecaj influencera na navedenoj društvenoj mreži koja je u fokusu primarnog istraživanja. Nadalje, pojmovno se određuju kozmeitčki proizvodi te sadržaj i deklariranje istih. U zadnjem dijelu rada se provodi analiza i interpretacija obje ankete kojima su ispitanici imali pristup. Prva se anketa, namijenjena influencerima, sastoji se od 20 pitanja vezanih uz njihov način oglašavanja kozmetičkih proizvoda te mišljenja o istim. Druga anketa, na koju su odgovarali korisnici društvenih mreža koji nisu influenceri, sadrži 27 pitanja kojima se istražuju učestalost korištenja i kupovine kozmetičkih proizvoda, mišljenja o influencerima, njihovom oglašavanju na Instagramu te opće mišljenje o oglašavanju kozmetičkih proizvoda na Instagramu.

Abstract (english)

In this master thesis, first of all, traditional trade and online trade are conceptually determined as important research factors and their differences. The following defines social networks, their importance, trend and representation in the Republic of Croatia. In this framework, the importance of advertising through Instagram and the influence of influencers on the mentioned social network, which is the focus of the primary research, is explained. Furthermore, cosmetic products and their content and declaration are defined conceptually. In the last part of the paper, the analysis and interpretation of both surveys to which the respondents had access is carried out. The first survey, intended for influencers, consists of 20 questions related to their way of advertising cosmetic products and their opinions about them. The second survey, answered by social network users who are not influencers, contains 27 questions that explore the frequency of use and purchase of beauty products, opinions about influencers, their advertising on Instagram, and general opinion about advertising of beauty products on Instagram.

• Keywords: online trgovina; društvene mreže; Instagram; influenceri; kozmetički proizvodi
• Keywords (english): online store; social media; Instagram; influencers; cosmetic products
• Language: croatian
• URN:NBN: urn:nbn:hr:148:241743
• Study programme: Title: 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: Open access
• Created on: 2022-09-30 09:46:42