STAVOVI POTROŠAČA PRIPADNIKA GENERACIJE Y O OGLAŠAVAČKIM AKTIVNOSTIMA NA DRUŠTVENIM MREŽAMA

master's thesis

• Title (english): GENERATION Y ATTITUDES TOWARDS ADVERTISING IN SOCIAL MEDIA
• Author: Ines Mošmondor
• Mentor: Sunčana Piri Rajh (mentor); MBZ: 246604
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Ana Tkalac Verčič (član povjerenstva)
• Committee member: Tanja Komarac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2019-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

U današnje vrijeme korištenje društvenih mreža spada u svakodnevne aktivnosti. Stoga, društvene mreže i oglašavanje putem istih imaju sve veći utjecaj na potencijalne potrošače. One su utjecale na promjene u marketingu i način na koji poduzeća komuniciraju sa svojim kupcima. Pripadnici generacije Y obuhvaćaju skupinu potrošača koji aktivno koriste društvene mreže i imaju dovoljnu kupovnu moć te time predstavljaju ciljnu skupinu većine poduzeća. Zbog navedenog, da bi odabrala uspješnu komunikacijsku strategiju na društvenim mrežama, poduzeća trebaju vrlo dobro poznavati stavove svojih ciljnih skupina te prema tome prilagođavati oglase na društvenim mrežama. U ovome su radu istražene kognitivna, afektivna i bihevioralna komponenta stava potrošača pripadnika generacije Y o oglašavačkim aktivnostima na društvenim mrežama te njihov stav o tome kako ove aktivnosti utječu na njihovo stvarno kupovno i potrošačko ponašanje. Podaci su prikupljeni putem online anketnog upitnika te prikazuju da pripadnici generacije Y u Hrvatskoj zamjećuju oglašavačke poruke na društvenim mrežama, ali im ne pridaju pažnju, već ih uglavnom smatraju nezanimljivima i iritantnima.

Abstract (english)

Nowadays, the use of social networks is an everyday activity. Therefore, social networks and social network advertising have an increasing impact on potential consumers. That have influenced changes in marketing and the way businesses interact with their consumers. Generation Y presents a group of consumers who actively use social networks, have sufficient purchasing power and thus represent the target group of most businesses. For this reason, in order to choose a successful marketing communication strategy on social networks, businesses need to know the attitudes of their target groups and therefore tailor their ads on social networks. In this paper has been examined the cognitive, affective, and behavioral components of Generation Y attitudes about advertising activities on social networks, and their attitude on how these activities affect their actual purchasing and consumer behavior. Data were collected through an online survey. Research has shown that Generation Y in Croatia perceive advertising messages on social networks, but do not pay attention to them and generally find them uninteresting and irritating.

• Keywords: generacija Y; stavovi; komponente stava; potrošač; oglašavanje; društvene mreže
• Keywords (english): Generation Y; attitudes; components of attitude; consumer; advertising; social networks
• Language: croatian
• URN:NBN: urn:nbn:hr:148:984566
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2019-10-01 08:08:55