Utjecaj TikTok-a na maloprodaju kozmetičkih proizvoda mikro i malih poduzetnika

master's thesis

• Title (english): TikTok impact on the retail sale of cosmetic products by micro and small entrepreneurs
• Author: Ema Jurina
• Mentor: Miroslav Mandić (mentor)
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Committee member: Mirko Palić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Predmet rada je utjecaj TikTok-a na maloprodaju kozmetičkih proizvoda mikro i malih poduzetnika. U posljednjih nekoliko godina, globalno kozmetičko tržište bilježi značajan rast, vođen promjenama u preferencijama potrošača, tehnološkim napretkom i sve većim fokusom na osobnu njegu. Kozmetička industrija se razvila u ogromno tržište i snažno je prisutna na društvenim mrežama. Društvene mreže, između ostalih i TikTok, postale su sve važnija platforma u svrhu predstavljanja proizvoda i usluga. Objave na društvenim mrežama imaju sposobnost doseći široku globalnu publiku, privlačeći pažnju, što je posebno značajno u kozmetičkoj industriji. Glavni cilj rada je bio teorijski i praktično prikazati utjecaj oglašavanja na TikTok-u na maloprodaju kozmetičkih proizvoda mikro i malih poduzeća. U tu svrhu provodilo se empirijsko istraživanje kako bi se ispitali stavovi ispitanika o utjecaju marketinškog oglašavanja na TikTok-u na njihovo odlučivanje o kupnji kozmetičkih proizvoda. Kako bi se istražio utjecaj odabrano je opisno (kvantitativno) istraživanje u kojem je instrument istraživanja bio anketni upitnik. Upitnik je prilagođen prethodno provedenim istraživanjima autora Botelho (2019), Quitong i Rahman (2019) te Pop i sur. (2020) kako bi se dokazalo koliki je percipirani utjecaj korištenja TikTok-a na kupce s područja Republike Hrvatske. Uzorak je obuhvatio 133 ispitanika koji su odgovarali na pitanja o korištenju i sadržaju TikToka, utjecaju marketinga na njihove namjere o kupnji, te njihovom stavu prema marketingu proizvoda i uslugama na TikToku. Rezultati rada pokazali su generalno pozitivne stavove korisnika prema oglašavanju na TikToku, osobito kozmetičkih proizvoda. Utjecaj utjecajnih osoba se također, pokazao značajnim u vidu poticanja na kupnju. Istraživanje je pokazalo da TikTok igra značajnu ulogu u informiranju i donošenju kupovnih odluka kod korisnika. Ispitanici generalno smatraju da su informacije jasne i korisne, ali postoji određena razina skeptičnosti u vezi s točnošću tih informacija. Ova platforma se ističe kao značajan alat u marketinškoj komunikaciji, iako još uvijek postoji prostor za povećanje povjerenja korisnika u točnost pruženih informacija. Rezultati istraživanja imaju marketinške implikacije za poduzeće u vidu boljeg razumijevanja relevantnih prediktora i ishoda stavova prema oglašavanju u online kontekstu kao i pri kreiranju uspješnih komunikacijskih strategija.

Abstract (english)

The subject of the work is the impact of TikTok on the retail sales of cosmetic products by micro and small entrepreneurs. Over the past few years, the global cosmetics market has seen significant growth, driven by changes in consumer preferences, technological advancements, and an increasing focus on personal care. The cosmetics industry has developed into a huge market and has a strong presence on social networks. Social networks, including TikTok, have become an increasingly important platform for presenting products and services. Posts on social networks have the ability to reach a wide global audience, attracting attention, which is especially important in the cosmetics industry. The main goal of the paper was to theoretically and practically show the impact of advertising on TikTok on retail sales of cosmetic products by micro and small businesses. For this purpose, empirical research was conducted to examine respondents' views on the impact of marketing advertising on TikTok on their decision to purchase cosmetic products. In order to investigate the impact, a descriptive (quantitative) research was chosen, in which the research instrument was a survey questionnaire. The questionnaire was adapted from previously conducted research by Botelho (2019), Quitong and Rahman (2019) and Pop et al. (2020) in order to prove the perceived impact of the use of TikTok on customers from the Republic of Croatia. The sample included 133 respondents who answered questions about the use and content of TikTok, the influence of marketing on their purchase intentions, and their attitude towards the marketing of products and services on TikTok. The results of the work showed generally positive user attitudes towards advertising on TikTok, especially cosmetic products. The influence of influential people also proved to be significant in terms of encouraging them to buy. Research has shown that TikTok plays a significant role in informing and making purchasing decisions among users. Respondents generally find the information clear and useful, but there is a certain level of skepticism about the accuracy of this information. This platform stands out as a significant tool in marketing communication, although there is still room for increasing user confidence in the accuracy of the information provided. The results of the research have marketing implications for the company in the form of a better understanding of the relevant predictors and outcomes of attitudes towards advertising in the online context as well as in the creation of successful communication strategies.

• Keywords: Marketing; društvene mreže; utjecajne osobe; TikTok; kozmetička industrija
• Keywords (english): Marketing; social networks; influencers; TikTok; cosmetics industry
• Language: croatian
• URN:NBN: urn:nbn:hr:148:337786
• Study programme: Title: Management and retail marketing; Study programme type: professional; Study level: specialist 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: 2024-09-25 22:03:11