Mišljenja hrvatskih potrošača o marketinškim aktivnostima ko-kreacije u glazbenoj industriji

master's thesis

• Title (english): Croatian consumers' opinions on marketing activities of co-creation in the music industry
• Author: Marija Magdalena Slović
• Mentor: Ana Tkalac Verčič (mentor)
• Committee member: Sandra Horvat (predsjednik povjerenstva)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2019-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Ko-kreacija je suradnja između proizvođača i potrošača, a temelji se na razvijanju kvalitetnog odnosa kojim se generira vrijednost za potrošača. Glazbena industrija bazira se na bliskim odnosima glazbenika i slušatelja, a većina slušatelja želi sudjelovati u stvaranju glazbenih sadržaja. Ovo ih čini pogodnim za sudjelovanje u ko-kreaciji, a ovu industriju pogodnom za implementaciju marketinških aktivnosti ko-kreacije.

U radu su ispitana mišljenja hrvatskih potrošača prema aktivnostima ko-kreacije u glazbenoj industriji. Proveden je anketni upitnik kojim je ispitana i povezanost razine kontrole i uključenosti ispitanika s namjerom sudjelovanja u marketinškim aktivnostima (kao i namjerom kupnje albuma i karata za koncert) prema tipologiji marketinga ko-kreacije u glazbenoj industriji autora Gamblea i Gilmorea (2013).

Abstract (english)

Co-creation is a collaboration between producer and consumer, it is based on developing a good relationship that generates value for the consumer. The music industry is based on close relationships between musicians and listeners, and most listeners want to be involved in creating music content. This makes them suitable for participating in co-creation and makes this industry suitable for implementing co-creation marketing activities.

This thesis examines the opinions of Croatian consumers towards co-creation activities in the music industry. A survey was conducted to examine the relationship between the level of control and involvement of examinees with the intention to participate in marketing activities (as well as the intention to buy albums and concert tickets) based on the typology of co-creation marketing in the music industry by Gamble and Gilmore (2013).

• Keywords: ko-kreacija; glazba; glazbena industrija; album; tipologija; karta za koncert
• Keywords (english): co-creation; music; music industry; album; typology; concert ticket
• Language: croatian
• URN:NBN: urn:nbn:hr:148:009515
• Study programme: Title: Business Economics; specializations in: Finance, Accounting, Marketing, Organization and management, Trade, Tourism, Analysis and Business planning, Business informatics; Course: Marketing; Study programme type: university; Study level: graduate; Academic / professional title: diplomirani/a ekonomist/ekonomistica (diplomirani/a ekonomist/ekonomistica)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2019-10-03 12:16:57