Uloga principa utjecaja u kontekstu digitalnog marketinga

master's thesis

• Title (english): The role of the principles of influence in the context of digital marketing
• Author: Tea Bogojević
• Mentor: Vatroslav Škare (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-09-21, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Svrha rada je prikazati povezanost šest principa utjecaja autora Roberta Cialdinija s područjima digitalnog marketinga. Radi dubljeg razumijevanja društvenog utjecaja dat je uvid u teorijski pregled principa utjecaja koji se koriste za uvjeravanje ljudi. Na temelju provedenog izviđajnog istraživanja mišljenja marketinških stručnjaka doneseni su zaključci o primjeni principa utjecaja u kontekstu digitalnog marketinga u Republici Hrvatskoj. Ciljevi istraživanja su prikazati, na razini Republike Hrvatske, povezanost principa utjecaja i digitalnog marketinga, razinu upoznatosti stručnjaka digitalnog marketinga s principima utjecaja u kontekstu digitalnog okruženja, područja primjene principa utjecaja u digitalnom marketingu, uspješnost primjene principa utjecaja u kontekstu digitalnog okruženja, izazove upotrebe principa utjecaja u kontekstu digitalnog marketinga te perspektivu stručnjaka digitalnog marketinga o primjeni principa utjecaja u digitalnom kontekstu u budućnosti. Provedeni su dubinski intervjui uz korištenje podsjetnika za intervju. Primjena principa utjecaja, tj. reciprociteta, dosljednosti, društvene potvrde, sviđanja, autoriteta i oskudice u digitalnom marketingu omogućuje marketinškim stručnjacima kreiranje učinkovitih marketinških strategija za privlačenje ciljnih potrošača, postizanje dugoročne lojalnosti potrošača i većeg uspjeha u digitalnom okruženju.

Abstract (english)

The purpose of the paper is to present the connection between six principles of influence according to the author Robert Cialdini and different areas of digital marketing. An insight into the theoretical overview of the principles of influence used for persuading people is given to provide a deeper understanding of social impact. Present findings are drawn from conclusions based on a conducted qualitative research of the opinions of marketing experts on the application of the principles of influence in the context of digital marketing in the Republic of Croatia. The objectives of the research are to show, on the territory of the Republic of Croatia, the connection between the principles of influence and digital marketing, the level of familiarity of digital marketing experts with the principles of influence in the context of the digital environment, the areas of application of the principles of influence in digital marketing, the effectiveness of the application of principles of influence in the context of the digital environment, the challenges of using the principles of influence in the context of digital marketing, and the perspective of digital marketing experts on the application of the principles of influence in the digital context in the future. In-depth interviews were conducted using an interview guide. Applying the principles of influence, i.e. reciprocity, consistency, social proof, liking, authority and scarcity in digital marketing enables marketers to create effective marketing strategies to attract targeted consumers, achieve long-term consumer loyalty and greater success in the digital environment.

• Keywords: digitalni marketing; ponašanje potrošača; principi utjecaja; Robert Cialdini; psihologija uvjeravanja
• Keywords (english): digital marketing; customer behaviour; influence; Robert Cialdini; psychology of persuasion
• Language: croatian
• URN:NBN: urn:nbn:hr:148:667707
• 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: 2023-09-25 20:21:35