Istraživanje stavova potrošača o remarketing oglasima na društvenim medijima

master's thesis

• Title (english): Research of consumer attitudes on remarketing advertisements on social media
• Author: Sara Drešar
• Mentor: Sandra Horvat (mentor)
• Committee member: Morana Fudurić (član povjerenstva)
• Committee member: Vatroslav Škare (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-07-18, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Korištenje društvenih medija dio je današnje svakodnevice uslijed koje su korisnici izloženi i raznim oglasima koje mogu zapaziti pretraživanjem iz zabave, posla ili privatnih razloga. Remarketing oglasi su najpersonaliziraniji oglasi na društvenim medijima jer se temelje na prethodnom potrošačevom pretraživanju proizvoda, čime obuhvaćaju točne interese potrošača. Kako bi se dobio uvid u stavove potrošača prema remarketing oglasima na društvenim medijima provedeno je kvalitativno istraživanje putem tehnike dubinskog intervjua na uzorku od 19 ispitanika. Istraživanje pokazuje da remarketing oglasi ispunjavaju svoj cilj kod polovice ispitanika kojima isti oglasi služe kao podsjetnik za proizvod i pomažu pri online kupovini. Ispitanici su informirani o funkcioniranju remarketing oglasa, te više vole vidjeti oglas s proizvodom koji ih interesira, od ostalih ne relevantnih oglasa.

Abstract (english)

The use of social media networks is part of today's everyday life leading to exposure to various advertisements that consumers can notice by browsing for fun, work, or private reasons. Remarketing ads are the most personalized ads on social networks because they are based on the consumer's previous product search, capturing the exact interests of the consumers. In order to gain insight into consumers' attitudes towards remarketing ads on social networks, qualitative research was conducted using the in-depth interview on a sample of 19 respondents. The research shows that remarketing ads fulfill their purpose with half of the respondents for whom the same ads serve as a reminder for the product and as a help with online shopping. Respondents are informed about the functioning of remarketing ads, and prefer to see an ad with a product that interests them, rather than other non-relevant ads.

• Keywords: društveni mediji; društvene mreže; remarketing; retargetiranje; stavovi potrošača; online kupovina
• Keywords (english): social networks; social media; remarketing; retargeting; consumer attitudes; online shopping
• Language: croatian
• URN:NBN: urn:nbn:hr:148:726243
• Study programme: Title: Digital marketing; Study programme type: professional; Study level: specialist graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-08-29 12:37:25