Uloga sadržaja kojeg stvaraju korisnici na društvenim mrežama pri kupnji dodataka prehrani

graduate thesis

• Title (english): The role of content created by users on social networks when purchasing food supplements
• Author: Kristina Jukić Gül
• Mentor: Vatroslav Škare (mentor)
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Committee member: Morana Fudurić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2024-07-04, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Sadržaj kojeg stvaraju korisnici na društvenim mrežama ima značajnu ulogu u odluci o kupnji dodataka prehrani. Takav sadržaj uključuje recenzije, preporuke, osobna iskustva, te razne video sadržaje koje krajnjim korisnicima približavaju stvarni učinak određenog proizvoda. Na osnovu provedenog istraživanja došlo se do spoznaje kako se uloga sadržaja kojeg stvaraju korisnici na društvenim mrežama ne može zanemariti pri kupnji dodataka prehrani. Ovaj sadržaj ne samo da informira i educira potencijalne kupce, već i gradi povjerenje i lojalnost prema markama. U budućnosti, marke koje prepoznaju i iskoriste ovu moćnu strategiju imat će značajnu prednost na konkurentnom tržištu dodataka prehrani. Poticanje korisnika da dijele svoja iskustva, angažiranje s njima na društvenim mrežama te korištenje autentičnih recenzija i preporuka može pomoći markama da izgrade snažnu, vjernu bazu kupaca i osiguraju dugoročni uspjeh.

Abstract (english)

Content created by users on social networks plays a significant role in the decision to purchase nutritional supplements. Such content includes reviews, recommendations, personal experiences, and various video content that bring end users closer to the actual effect of a particular product. Based on the conducted research, it was realized that the role of content created by users on social networks cannot be ignored when buying nutritional supplements. This content not only informs and educates potential customers, but also builds trust and brand loyalty. Going forward, brands that recognize and capitalize on this powerful strategy will have a significant advantage in the competitive nutritional supplement market. Encouraging users to share their experiences, engaging with them on social media, and using authentic reviews and testimonials can help brands build a strong, loyal customer base and ensure long-term success.

• Keywords: društvene mreže; sadržaj kojeg stvaraju korisnici; dodatci prehrani
• Keywords (english): social networks; user generated content; nutritional supplements
• Language: croatian
• URN:NBN: urn:nbn:hr:148:201736
• Study programme: Title: Digital marketing; Study programme type: professional; Study level: 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 students and staff of home institution
• Created on: 2024-07-04 14:01:37