Učinak društvenih mreža na povezanost potrošača s luksuznim markama

master's thesis

• Title (english): The effect of social media on customers' connection with luxury brands
• Author: Margita Miše
• Mentor: Ana Tkalac Verčič (mentor)
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Committee member: Irena Pandža Bajs (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-05-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

U ovom radu prikazuje se učinak društvenih mreža na povezanost potrošača s luksuznim markama. Iznesene su teorijske spoznaje o marketinškoj komunikaciji putem društvenih mreža, konceptu povezanosti potrošača s luksuznim markama te odnosu potrošača i luksuznih marki. U svrhu upotpunjavanja postojeće literature te doprinosu razumijevanja i važnosti iste, u ovom radu provelo se empirijsko istraživanje. Istraživanjem se nastoji utvrditi imaju li društvene mreže učinak na povezanost potrošača s luksuznim markama koje ulažu marketinške napore u prisutnost i komunikaciju na društvenim mrežama. Odabrana je kvantitativna metodologija, a ispitivanje je provedeno putem anketnog upitnika. Po uzoru na istraživanje koje su proveli Godey i sur. 2016. godine, učinak društvenih mreža na povezanost potrošača s luksuznim markama se mjerio na temelju 7 dimenzija: zabava, interakcija, trendovi, prilagodba, preferencije marke, spremnost plaćanja premijske cijene i lojalnost potrošača prema luksuznoj marki. Nakon analize dobivenih rezultata iznesen je zaključak o dimenzijama učinka koje društvene mreže imaju na povezanost potrošača s luksuznim markama. Uz navedeno, dan je prikaz o tome je li učinak društvenih mreža na povezanost potrošača s luksuznim markama negativan, neutralan ili pozitivan te na koju od 7 mjerenih dimenzija društvene mreže imaju najmanji učinak.

Abstract (english)

This paper presents the effect of social media on consumers' connection with luxury brands. Theoretical knowledge includes marketing communication via social media, the concept of consumer connection with luxury brands and the relationship between consumers and luxury brands. In order to complete the existing literature and to contribute to the understanding and importance of the same, this paper conducted empirical research. The research seeks to determine whether social media has an effect on consumer connection with luxury brands that invest in marketing efforts in the shape of social media presence and communication. Quantitative methodology was chosen, and the survey was conducted through a questionnaire. Following the example of the research conducted by Godey et al. in 2016, the effect of social media on consumer engagement with luxury brands was measured based on 7 dimensions: entertainment, interaction, trendiness, customization, brand preference, willingness to pay a premium price, and brand loyalty. After the analysis of the obtained results, a conclusion was made about the dimensions of the effect that social media have on the connection of consumers with luxury brands. In addition to the above, an account is given of whether the effect of social media on the connection of consumers with luxury brands is negative, neutral or positive, and on which of the 7 measured dimensions have the smallest effect.

• Keywords: učinak; društvene mreže; povezanost potrošača s luksuznim markama
• Keywords (english): the effect of social media; social media; consumer connection with luxury brands
• Language: croatian
• URN:NBN: urn:nbn:hr:148:576658
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-05-25 16:19:27