Istraživanje motiva potrošača u angažmanu na profilima marki na društvenim mrežama

master's thesis

• Title (english): Research on consumer motives in engagement on brand profiles on social media
• Author: Tena Prpić
• 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: 2023-09-25, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Kako bi se povećao angažman na profilu marke, potrebno je razumjeti potrošačko ponašanje pojedinaca koje će ih potaknuti na interakciju na profilima marke na društvenim mrežama. Predmet diplomskog rada su motivi potrošača u angažmanu na profilima marki na društvenim mrežama. Cilj rada je doći do saznanja koji motivi potrošača potiču na veću interakciju i angažiranost sa sadržajem kreiranim na profilima marki na društvenim mrežama. Pri izradi rada korišteni su primarni podaci koji su prikupljeni u sklopu jednokratnog opisnog istraživanja primjenom visoko strukturiranog anketnog upitnika u digitalnom obliku na namjernom prigodnom uzorku. Korišteni su i sekundarni podaci koji su prikupljeni iz dostupne stručne i znanstvene literature. Ispitanici su potvrdili da konzumiraju sadržaj na profilu maraka na društvenim mrežama čitanjem objava i informacija, gledanjem slika i videozapisa i praćenjem profila maraka na društvenim mrežama. Što se tiče čimbenika doprinosa sadržaju, ispitanici koriste oznaku „sviđa mi se“ za slike i objave na profilu navedene marke, ali ne komentiraju ni slike ni videozapise i ne dijele sadržaj kreiran na profilu navedene marke na društvenim mrežama. Također ispitanici ne sudjeluju u stvaranju sadržaja na profilu marke koju su označili da im je važna. Informacija i zabava kao motivi potrošača utječu na njihov angažman na društvenim mrežama, ali nisu motivirani društvenom interakcijom i nagradom kao motivom potrošača za angažmanom na profilu marke na društvenim mrežama.

Abstract (english)

To increase engagement on the brand's profile, it is necessary to understand the consumer behavior of individuals that will prompt them to interact with the brand's profiles on social media. The subject of the master's thesis is consumer motives in engaging with brand profiles on social media. The aim of the thesis is to uncover the motives that encourage consumers to have greater interaction and engagement with content created on brand profiles on social media. Primary data collected through a one-time descriptive survey using a highly structured digital questionnaire on a purposive convenience sample was utilized in the thesis. Secondary data from available professional and scientific literature were also employed. Respondents confirmed that they consume content on brand profiles on social media by reading posts and information, viewing images and videos, and following brand profiles on social media. Regarding content contribution factors, respondents use the "like" button for images and posts on the brand's profile, but they do not comment on images or videos and do not share content created on the brand's profile on social media. Additionally, respondents do not engage in creating content on the brand's profile that they have indicated as important to them. Information and entertainment as consumer motives influence their engagement on social media, but they are not motivated by social interaction and rewards as consumer motives for engagement on the brand's profile on social media.

• Keywords: motivi potrošača; angažman potrošača na profilima marki; društvene mreže
• Keywords (english): consumer motives; consumer-brand engagement; social media
• Language: croatian
• URN:NBN: urn:nbn:hr:148:477762
• 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: Access restricted to authenticated users
• Created on: 2023-09-26 11:02:38