Povezanost događanja i angažiranosti potrošača

master's thesis

• Title (english): Connection between events and consumer engagement
• Author: Vana Lešić
• Mentor: Ana Tkalac Verčič (mentor)
• Committee member: Dubravka Sinčić Ćorić (član povjerenstva)
• Committee member: Andrea Lučić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-06-20, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

U današnje vrijeme tržište je izuzetno konkurentno te poduzeća trebaju uložiti značajan trud kako bi se diferencirala. Poslovno okruženje postaje sve dinamičnije i interaktivnije. Potrošači žele više sudjelovati te traže jedinstvena iskustva s markom (Vivek i sur., 2012.). Prethodna istraživanja su pokazala da je angažiranost potrošača vrlo utjecajna u procesu razvoja marke (Bowden, 2009.) i poboljšanja odnosa potrošača s istom (Brodie i sur., 2011.). Događanja su odličan alat koji može potaknuti interakciju s potrošačima, a samim time i markom te rezultirati povećanom lojalnosti potrošača. Potrošač osobno sudjeluje u događanju te stvara vlastita iskustva s markom. Također, osim što komunicira s markom i predstavnicima poduzeća, on komunicira i s drugim potrošačima. Događanja mogu utjecati na potrošače na emotivnoj razini te oni te osjećaje kasnije mogu vezati uz marku. Tržište vina jedno je od najkonkurentnijih tržišta na svijetu. Upravo se utjecaj vinskih događanja na angažiranost potrošača istraživao u sklopu ovog rada. Sukladno navedenom, predmet ovog istraživanja je povezanost događanja i angažiranosti potrošača, a glavni cilj ovog diplomskog rada je otkriti jesu li događanja učinkovit alat u povećanju angažiranosti potrošača. Jednokratno empirijsko istraživanje provedeno je korištenjem strukturiranog online anketnog upitnika na 114 ispitanika. Ispitanici su odgovarali o tipu vinskih događanja kojima su prisustvovali, različitim komponentama događanja, interakciju i ponašanje u na događanju, odnosno vinariji te ishodima samog događanja. Ispitanici su odgovorili i na demografska pitanja te ih se ispitivalo o generalnom interesu za vino i vinsku industriju te učestalosti konzumacije. Rezultati istraživanja potvrdili su da postoji povezanost između događanja i angažiranosti potrošača.

Abstract (english)

Nowadays, the market is extremely competitive, and companies need to make significant efforts to differentiate. The business environment is becoming more dynamic and interactive. Consumers want to participate more and are looking for unique brand experiences. Previous research has shown that consumer engagement is very influential in the process of brand development and improving consumer relations with it (Vivek i sur., 2012.) (Bowden, 2009.) (Brodie i sur., 2011.). Events are a great tool that can encourage interaction with consumers and thus the brand and result in increased consumer loyalty. The consumer personally participates in the event and creates their own brand experiences. Also, in addition to communicating with the brand and representatives of the company, the consumer also communicates with other consumers. Events can affect consumers on an emotional level, and they can later tie these feelings to the brand. The wine market is one of the most competitive markets in the world. The influence of wine events on consumer engagement was investigated as part of this thesis. Accordingly, the research subject is to prove the connection between events and consumer engagement, and the main goal of this thesis is to discover whether events are an effective tool in increasing consumer engagement. A one-time empirical survey was conducted using a structured online survey questionnaire on 114 respondents. Respondents discussed the type of wine events they attended, the different components of the event, interaction, and their behavior at the event, i.e., the winery, and the outcomes of the event itself. Respondents also answered demographic questions and were questioned about the general interest in the wine and wine industry and the frequency of consumption. The results of the research confirmed that there is a correlation between events and consumer engagement.

• Keywords: angažiranost potrošača; događanje; vinsko događanje; vinska industrija
• Keywords (english): customer engagement; event; wine event; wine industry
• Language: croatian
• URN:NBN: urn:nbn:hr:148:661985
• 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: Open access
• Created on: 2023-06-20 14:24:33