Percepcija etičnosti oglašavanja na društvenim medijima u Republici Hrvatskoj

master's thesis

• Title (english): Perception of advertising ethics in social media in the Republic of Croatia
• Author: Ivana Antunović
• Mentor: Morana Fudurić (mentor)
• Committee member: Sandra Horvat (član povjerenstva)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2023-09-05, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Razvojem društvenih medija razvili su se novi oblici oglašavanja koji poduzećima omogućavaju precizniji odabir ciljne skupine u odnosu na tradicionalne medije. Međutim kao i kod tradicionalnih medija, i u oglašavanju na društvenim medijima pojavljuju se brojna etička pitanja poput zavaravajućeg oglašavanja, oglašavanja usmjerenog djeci, komparativnog i prikrivenog oglašavanja, korištenja seksualnih apela i nepristojnog jezika te mnoga druga. Stoga je cilj ovog diplomskog rada ispitati stavove potrošača prema etičkim, ekonomskim i društvenim posljedicama te regulaciji oglašavanja na društvenim medijima putem anketnog upitnika distribuiranog na Facebooku i Instagramu na uzorku od 127 ispitanika. Rezultati su pokazali da potrošači smatraju da u oglasima na društvenim medijima treba biti više istine, manje pretjerivanja i manje naglaska na seks, no gledajući sveukupno indiferentni su u stavu da oglašavanje na društvenim medijima ima društvene i ekonomske posljedice. Slažu se da oglašavanje na društvenim medijima potiče na kupnju proizvoda koji potrošaču zapravo ne trebaju i da ljude čini materijalistima te smatraju da oglašavanje na društvenim medijima ima društvene posljedice. Također, ispitanici smatraju da je potrebno više regulirati oglašavanje na društvenim medijima.

Abstract (english)

With the development of social media, new forms of advertising have been developed that enable companies to target consumers more precisely than with traditional media. However, as with the traditional media, numerous ethical issues are troubling in advertising in social media, such as misleading advertising, advertising aimed at children, comparative and covert advertising, the use of sexual innuendos and obscene language, and many others. Therefore, the aim of this thesis is to examine the attitudes of consumers towards the ethical, economic, and social consequences and regulation of advertising in social media throug an online quetionnairedistributed on Facebook and Instagram on a sample of 127 respondents. The results indicate that consumers believe that there should be more truth, less exaggeration and less emphasis on sex in ads in social media, but overall they are indifferent to the opinion that advertising in social media has social and economic consequences. They agree that social media advertising encourages the purchase of products that the consumer does not need and thus makes people materialistic, as well as they believe that social media advertising has social consequences. Also, the results show that it is necessary to increase the regulation of advertising in social media.

• Keywords: društveni mediji; oglasi; oglašavanje; etičnost
• Keywords (english): social media; ads; advertising; ethics
• Language: croatian
• URN:NBN: urn:nbn:hr:148:518202
• 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: Access restricted to students and staff of home institution
• Created on: 2023-09-06 19:44:26