Čimbenici utjecaja na stvaranje lojalnosti virtualnim grupama

master's thesis

• Title (english): Virtual group loyalty factors
• Author: Katarina Matunec
• Mentor: Sandra Horvat (mentor); MBZ: 286555
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Vatroslav Škare (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2020-07-08, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Virtualne grupe imaju potencijal da marketinškim stručnjacima pruže bolje razumijevanje potrošača i priliku za kreiranje zajednice. Dostupna literatura pokazuje da čimbenici percipirana stručnost, bliskost, sličnost, informacijski utjecaj i normativni utjecaj utječu na stvaranje lojalnosti virtualnoj grupi, kreiranjem pozitivnih međuljudskih odnosa. Cilj rada je, stoga, istražiti ulogu interpersonalnih čimbenika u izgradnji lojalnosti virtualnim grupama. Kako bi se ispunio postavljeni cilj provedeno je jednokratno opisno istraživanje putem anketnog upitnika na prigodnom uzorku u Facebook grupi „Savjeti i ideje za uređenje doma“. Grupa ima definirana pravila ponašanja, aktivne članove sa zajedničkim ciljem i jezikom, pokazuje karakteristike razvijene grupe i pozitivne međuljudske odnose. Prema rezultatima istraživanja, utvrđeno je da ne postoji lojalnost prema virtualnoj grupi. Ispitanici su izrazili da grupa za njih nema normativni utjecaj te da ne percipiraju bliskost s članovima grupe. Analiza informacijskog utjecaja, percipirane sličnosti s članovima grupe i stručnosti grupe je pokazala indiferentan stav ispitanika.

Abstract (english)

Virtual groups have the potential to provide marketers with a better understanding of consumers and create a community around a product or a brand. Literature shows that perceived expertise, perceived closeness, perceived similarity, informational influence and normative influence affects loyalty for a virtual group by creating strong interpersonal relationships. The aim of this paper is, therefore, to explore these interpersonal factors in building loyalty to virtual groups. To achieve this, descriptive research was conducted on a convenient sample in the Facebook group "Tips and ideas for home improvement". The chosen group has defined rules of conduct, active members with a common goal and a shared language with positive interpersonal relationships, which are all characteristics of a developed group. The results of the research have shown that there is no loyalty to the virtual group. Respondents expressed that the group has no normative influence on them and that they do not feel perceived closeness with other group members. Analysis of the informational influence, perceived similarity and perceived expertise of group members showed an indifference.

• Keywords: referentne grupe; virtualne grupe; lojalnost virtualnoj grupi; interpersonalni utjecaji; normativni utjecaj; informacijski utjecaj
• Keywords (english): reference groups; virtual groups; virtual group loyalty; virtual community; interpersonal influence; normative influence; informational influence
• Language: croatian
• URN:NBN: urn:nbn:hr:148:163879
• 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: 2020-07-10 09:30:44