Title Percepcija kulture otkazivanja među potrošačima u Republici Hrvatskoj Title (english) Perception of cancel culture among consumers in the Republic of Croatia Author Eugen Dujmović Mentor Dubravka Sinčić Ćorić (mentor)Committee member Dubravka Sinčić Ćorić (predsjednik povjerenstva)Committee member Vatroslav Škare (član povjerenstva)Committee member Irena Pandža Bajs (član povjerenstva)Granter University of Zagreb Defense date and country 2023-09-29, Croatia Scientific / art field, SOCIAL SCIENCES Abstract Kultura otkazivanja je aktualni društveni fenomen koji se razvio interakcijama unutar i između marginaliziranih društvenih skupina u svrhu ispravljanja društveno nepoželjnog ponašanja od strane nositelja društvene moći. Ona je oblik kolektivne akcije čiji se procesi i mehanizmi u najvećem dijelu odvijaju u prostoru društvenih mreža i novih internetskih medija. Premda je u svojoj srži motivirana borbom za pravdu i jednakost, zbog manjka pravila, propisa, te nerigidnosti društvenih normi kao i volatilnosti samog fenomena, lako ju je koristiti kao oružje za eliminaciju neistomišljenika, političkih protivnika i tržišnih konkurenata. Budući da kultura otkazivanja može izravno utjecati na ekonomsku i društvenu opstojnost poslovnih subjekata – javnih osoba, poduzeća i organizacija – iz perspektive marketinga važno je razumjeti motive i mehanizme djelovanja u smjeru otkazivanja kako bi se poslovni subjekti mogli pravodobno zaštiti od otkazivanja ili minimizirati potencijalnu štetu. Polazišna točka svakog marketinškog stručnjaka koji se bavi fenomenom kulture otkazivanja mora biti razumijevanje stavova i preferencija potrošača. U svrhu ovog rada provedeno je istraživanje percepcije hrvatskih potrošača o kulturi otkazivanja. Istraživanje je provedeno na neprobabilističkom prigodnom uzorku od 501 ispitanika (n=501) pomoću anketnog upitnika. Iz istraživanja proizlazi kako preko 70% potrošača zna što je kultura otkazivanja. Potrošači u Republici Hrvatskoj uglavnom smatraju kulturu otkazivanja negativnom društvenom pojavom (42%) te rijetko sudjeluju u njoj – svega 16% – no samo 9,8% tvrdi da ih ništa ne može motivirati na otkazivanje. Zloupotreba kulture otkazivanja prepoznata je od 71,76% ispitanika kao ozbiljan društveno – ekonomski problem na globalnom nivou, međutim samo 31,74% ispitanika misli isto kada je u pitanju domaće tržište. Društveno odgovorno djelovanje poduzeća smatraju neiskrenim pokušajima očuvanja reputacije i zaštite od otkazivanja. Preko četvrtine ispitanika (27%) vratilo se proizvodima, uslugama i sadržaju otkazanih poslovnih subjekata, a kao dovoljno iskupljenje najčešće vide promjene politika i propisa unutar otkazanih subjekata, otkaz odgovornim osobama, javno objašnjenje okolnosti učinjenog nedjela te javnu ispriku.
Abstract (english) Cancellation culture is a current social phenomenon that has developed through interactions within and between marginalized social groups for the purpose of correcting socially undesirable behavior by holders of social power. It is a form of collective action whose processes and mechanisms mostly take place in the space of social networks and new internet media. Although at its core it is motivated by the fight for justice and equality, due to the lack of rules, regulations, and the inflexibility of social norms as well as the volatility of the phenomenon itself, it is easy to use it as a weapon to eliminate dissenters, political opponents and market competitors. Since the cancel culture can directly affect the economic and social viability of business entities - public persons, companies and organizations - from a marketing perspective, it is important to understand the motives and mechanisms of action in the direction of cancellation so that business entities can protect themselves from cancellation in a timely manner or minimize potential damage. The starting point of any marketer dealing with the phenomenon of cancel culture must be to understand consumer attitudes and preferences. For the purpose of this theses, a survey of Croatian consumers' perception of cancel culture was conducted. The research was conducted on a non-probabilistic convenience sample of 501 respondents (n=501) using a survey questionnaire. The research shows that over 70% of consumers know what the cancel culture is. Consumers in the Republic of Croatia mostly consider the cancel culture to be a negative social phenomenon (42%) and rarely participate in it - only 16% - however, only 9.8% claim that nothing can motivate them to cancel. Abuse of cancel culture is recognized by 71.76% of respondents as a serious socio-economic problem at the global level, however, only 31.74% of respondents think the same when it comes to the domestic market. They consider the socially responsible activities of companies to be insincere attempts to preserve their reputation and protect against cancellation. More than a quarter of the respondents (27%) returned to the products, services and content of the canceled business entities, and they most often see changes in policies and regulations within the canceled entities, dismissal of the responsible persons, a public explanation of the circumstances of the wrongdoing and a public apology as sufficient redemption.
Keywords
kultura otkazivanja
percepcija potrošača
Hrvatska
društvena odgovornost
marginalizirane skupine
Keywords (english)
cancel culture
consumer perception
Croatia
social responsibility
marginalized groups
Language croatian URN:NBN urn:nbn:hr:148:112745 Study programme Title: Business Economics Type of resource Text File origin Born digital Access conditions Access restricted to authenticated users Terms of use Created on 2023-10-04 09:26:24
