Društvene mreže kao kanal prodaje automobila

graduate thesis

• Title (english): Social Networks as a Channel for Car Sales
• Author: Deny Visintin
• Mentor: Sanda Soucie (mentor)
• Committee member: Sanda Soucie (predsjednik povjerenstva)
• Committee member: Kristina Petljak (član povjerenstva)
• Committee member: Blaženka Knežević (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2024-09-17, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics

Abstract

Tema ovog diplomskog rada su društvene mreže kao kanal za prodaju automobila. Društvene
mreže, zbog svoje sve veće popularnosti i pristupačnosti, postaju jedan od ključnih alata u
procesu kupovine, a ovaj rad ispituje kako one oblikuju i usmjeravaju kupce na odluku o
kupnji automobila. Kroz kvalitativno istraživanje, koje je provedeno metodom fokus grupe s
šest ispitanika, analizirani su različiti čimbenici koji utječu na percepciju i ponašanje
potrošača. Cilj ovog rada bio je razumjeti kako društvene mreže podržavaju potrošače u
procesu informiranja i donošenja odluka, te identificirati ključne elemente koji potiču ili
otežavaju kupovinu automobila putem društvenih mreža. U primarnom fokusu su bile teme
kao što su najčešće korištene društvene mreže, njihova sposobnost da olakšaju komunikaciju i
povećaju produktivnost između prodavača i kupaca, te izazovi s kojima se kupci susreću
tijekom procesa kupovine. Zaključci doneseni prilikom provedbe ovog istraživanja otkrivaju
kako društvene mreže mogu značajno utjecati na tržište automobila i automobilsku industriju
općenito, omogućujući potrošačima da donose informiranije odluke, ali i postavljajući nove
izazove za prodavače u suvremenom digitalnom okruženju. Rezultati istraživanja donose
važne uvide u to kako društvene mreže mogu biti učinkovit alat u prodaji automobila, omogućujući potrošačima bolji pristup informacijama i podršku u donošenju odluka prilikom procesa kupovine automobila.

Abstract (english)

The topic of this thesis is social media as a channel for car sales. Due to their increasing
popularity and accessibility, social media platforms are becoming one of the key tools in the
purchasing process. This study examines how social media shapes and guides customers in
making decisions about car purchases. Through qualitative research, conducted using a focus
group method with six participants, various factors influencing consumer perception and
behavior were analyzed. The aim of this study was to understand how social media supports
consumers in the process of gathering information and making decisions, as well as to identify
key elements that either facilitate or hinder car purchases via social media. The primary focus
was on topics such as the most commonly used social media platforms, their ability to
facilitate communication and increase productivity between sellers and buyers, and the
challenges buyers face during the purchasing process. The conclusions drawn from this
research reveal how social media can significantly impact the car market and the automotive
industry in general, enabling consumers to make more informed decisions while also
presenting new challenges for sellers in the modern digital environment. The research results
provide important insights into how social media can be an effective tool in car sales, offering
consumers better access to information and support in making decisions during the car-buying
process.

• Keywords: društvene mreže; kupovina automobila; automobilska industrija; potrošači
• Keywords (english): social media; car buying; automotive industry; consumers
• Language: croatian
• URN:NBN: urn:nbn:hr:148:585399
• Study programme: Title: Management and retail 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: Open access
• Created on: 2024-09-17 16:26:27