Stavovi potrošača prema oglašavanju povezanom s društvenim pokretima

master's thesis

• Title (english): Consumer attitudes toward advertising related to social movements
• Author: Lucija Škrnički
• Mentor: Vatroslav Škare (mentor)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Committee member: Morana Fudurić (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

Tijekom prošlog desetljeća, gotovo svi svjetski mediji izvještavali su o neredima i protestima koji su započeli u Sjedinjenim Američkim Državama kao reakcija afroameričkog stanovništva na probleme rasne nejednakosti i policijske brutalnosti. Budući da se u relativno kratkom vremenskom periodu potreba za uključenjem proširila i među ostalim stanovništvom SAD-a, ali i šire, započeti su kolektivni i organizirani napori te aktivnosti ljudi s ciljem zagovaranja društvenih i kulturnih promjena što se ujedno može definirati kao društveni pokret. Ubrzo nakon formiranja tih društvenih pokreta, sve veći broj poduzeća također se nastoji uključiti u te inicijative te pružiti podršku tim pokretima. Black Lives Matter i #MeToo pokret, ujedno i najpoznatiji društveni pokreti modernog doba, postali su između ostalog i dio oglašivačkih aktivnosti raznih poduzeća i marki. Oglašivačke aktivnosti nekog poduzeća i/ili marke u kojima pozivaju na osviještenost ili ističu aktualne probleme u društvu, bilo kroz pružanje podrške nekom društvenom pokretu ili prozivanjem određenih postupaka, naziva se woke oglašavanje. Ovakav tip oglašavanja prije svega je osmišljen kako bi upravo ta poduzeća i/ili marke nastojale ostvariti što bolju povezanost i odnos sa svojim postojećim ili pak ciljanim potrošačima. Međutim, postavlja se pitanje što zapravo potrošači misle o takvom uključivanju te je li ovakav način oglašavanja uopće prihvaćen s njihove strane kao pozitivan ili negativan. Sukladno tome, cilj ovog rada je istražiti stavove potrošača prema uključivanju poduzeća i/ili marki u društvene pokrete i to na konkretnom primjeru oglasnih kampanja marki Always i Gillette.

Abstract (english)

Over the last decade almost all of the world media has been reporting on riots and protests that have started in the United States of America as a reaction of the Afroamerican community to the problems of racial inequality and police brutality. Given that the need for involvement spread among the rest of the population of the USA, as well as abroad, very fast, collective and organized efforts and activities have started, advocating for societal and cultural changes, which can be defined as social movement. Soon after the formation of those social movements, more and more companies tried to get involved with those movements, supporting them. Black Lives Matter and #MeToo movements, the most well-known modern social movements, have also become parts of advertising activities of various companies and brands. Advertising activities of companies and/or brands in which they call for awareness or point to current social issues, whether through open support for a social movement or calling out different patterns of behavior, is called woke advertising. This type of advertising is first and foremost designed to better connect and relate the advertising company and/or brand with their existing or targeted customers. However, the question is what do the consumers think about such involvement and if this type of advertising will be perceived as positive or negative. In that light, the goal of this paper is to investigate the consumer attitudes toward involvement of companies and/or brands in social movements on example of selected advertising campaigns by brands Always and Gillette.

• Keywords: društveni pokreti; woke oglašavanje; stavovi potrošača; Black Lives Matter; #MeToo
• Keywords (english): social movements; woke advertising; consumer attitudes; Black Lives Matter; #MeToo
• Language: croatian
• URN:NBN: urn:nbn:hr:148:087392
• 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 authenticated users
• Created on: 2023-09-26 15:41:21