Utjecaj demografskih karakteristika generacije Z na aktivnu i pasivnu prisutnost na društvenim mrežama

master's thesis

• Title (english): Influence of demographic characteristics of generation Z on active and passive presence on social networks
• Author: Bruna Habek
• Mentor: Goran Vlašić (mentor)
• Committee member: Zoran Krupka (član povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-04-18, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Napredak tehnologije uvelike je promijenio svijet, a društvene mreže postale su sastavni dio svakodnevnice velikog broja ljudi, izvor informacija i sredstvo povezivanja s drugima. Generacija Z ili tzv. zoomeri, mladi su ljudi rođeni između 1995. i 2010. godine, a posebni su po tome što su prva generacija koja je odrastala uz društvene mreže i od rane životne dobi ih koristi, na aktivniji ili pasivniji način, za zabavu, dobivanje informacija ili obrazovanje. Kao i ostatak stanovništva, pripadnici Generacije Z razlikuju se po demografskim karakteristikama poput spola, mjesta stanovanja, statusa zaposlenja, mjesečnog prihoda i dr. Kroz ovaj diplomski rad bit će definirane pojedine demografske karakteristike i najpoznatije društvene mreže te pokušati dati odgovor na pitanje kako demografske karakteristike Generacije Z utječu na njihovu aktivnu i pasivnu prisutnost na društvenim mrežama. Nakon istraživanja stručne literature i službenih internetskih izvora za teorijski dio rada proveden je anketni upitnik na 170 dobrovoljnih ispitanika za istraživanje demografskih karakteristika i navika korištenja društvenih mreža. Rezultati istraživanja pokazali su kako izabrani uzorak ispitanika društvene mreže koristi najviše za zabavu, a najdraži im je Instagram. Anketno ispitivanje pokazalo je kako većina ispitanika društvene mreže koristi pasivno, rijetko objavljujući vlastiti sadržaj i pregledavajući sadržaje koje su kreirali drugi.

Abstract (english)

The advancement of technology has greatly changed the world, and social media has become an integral part of the daily lives of a large number of people, serving as a source of information and a means of connecting with others. Generation Z, or so-called zoomers, are young people born between 1995 and 2010 and are unique in that they are the first generation to grow up with social media, using them from an early age, either actively or passively, for entertainment, obtaining information, or education. Like the rest of the population, members of Generation Z differ in demographic characteristics such as gender, place of residence, employment status, monthly income, and so on. This thesis will define individual demographic characteristics and the most well-known social media platforms, attempting to answer the question of how the demographic characteristics of Generation Z influence their active and passive presence on social media. After reviewing professional literature and official online sources for the theoretical part of the study, a survey was conducted with 170 voluntary participants to investigate demographic characteristics and habits of using social media. The research results showed that the selected sample of participants primarily uses social media for entertainment, with Instagram being their favorite platform. The survey revealed that the majority of respondents use social media passively, rarely posting their own content and mainly browsing content created by others.

• Keywords: demografske karakteristike; generacija Z; društvene mreže; aktivna prisutnost; pasivna prisutnost
• Keywords (english): demographic characteristics; Generation Z; social media; active presence; passive presence
• Language: croatian
• URN:NBN: urn:nbn:hr:148:989236
• 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: 2024-04-19 12:54:48