Uloga sadržaja kojeg stvaraju korisnici na društvenim medijima u odabiru kozmetičkih proizvoda

graduate thesis

• Title (english): The role of user generated content on social media in choosing cosmetic products
• Author: Ana Miloloža
• Mentor: Vatroslav Škare (mentor)
• Committee member: Morana Fudurić (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2024-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Uloga sadržaja kojeg kreiraju korisnici postala je ključna u digitalnom marketingu s obzirom na sve veću prisutnost društvenih medija i promjena u ponašanju potrošača. Diplomski rad istražuje ulogu sadržaja kojeg stvaraju korisnici na društvenim medijima prilikom odabira kozmetičkih proizvoda. Rezultati istraživanja dobiveni su proučavanjem dosadašnjih istraživanja iz područja digitalnog marketinga i marketinga sadržaja te provedenim istraživanjem pomoću strukturiranog anketnog upitnika na uzorku od 107 ispitanika. Analizom rezultata prikazano je kako potrošači sve više vjeruju sadržaju kojeg kreiraju korisnici, a razlog tomu je njegova autentičnost i manja pristranost u usporedbi s tradicionalnim oglasima. Navode se i primjeri uspješnih svjetskih kampanja gdje se pokazuje kako korisnici koji kreiraju sadržaj mogu postati promotori marki. S obzirom na rezultate rad pruža smjernice za buduća istraživanja u ovom području i ukazuje na važnost sadržaja kojeg kreiraju korisnici kao alata digitalnog marketinga.

Abstract (english)

The role of user-generated content has become crucial in digital marketing given the increasing presence of social media and changes in consumer behavior. The thesis investigates the role of content created by users on social media when choosing cosmetic products. The results of the research were obtained by studying previous research in the field of digital marketing and content marketing and by conducting research using a structured survey questionnaire on a sample of 107 respondents. Analysis of the results showed that consumers increasingly trust content created by users, and the reason for this is its authenticity and less bias compared to traditional ads. Examples of successful global campaigns are also given, showing how users who create content can become brand promoters. Considering the results, the paper provides guidelines for future research in this area and indicates the importance of content created by users as a digital marketing tool.

• Keywords: sadržaj kojeg kreiraju korisnici; društveni mediji; kozmetički proizvodi
• Keywords (english): user-generated content; social media; beauty products
• Language: croatian
• URN:NBN: urn:nbn:hr:148:690688
• 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: 2024-09-30 21:25:57