Uloga nostalgije u poticanju angažiranosti potrošača u digitalnom okruženju

master's thesis

• Title (english): The role of nostalgia in encouraging consumer engagement in digital environment
• Author: Ana-Marija Kolak
• Mentor: Sandra Horvat (mentor)
• Committee member: Vatroslav Škare (predsjednik povjerenstva)
• Committee member: Tanja Komarac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2020-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Društveni mediji neizostavan su dio suvremenog marketinga koji pružaju neograničene
mogućnosti razumijevanja i komunikacije s potrošačima, kao i lakše stvaranje dugoročnih
odnosa s istima. Da bi se to ostvarilo, od poduzeća se očekuje da dosegnu i približe se potrošaču
na nove načine te im ponude vrijednosti i sadržaj koji će ih zadržati. Tako je, između ostalog,
suvremeni marketing prepoznao nostalgiju kao potencijal za povezivanje s potrošačima te se,
iz tog razloga, u ovom radu nastoji istražiti uloga nostalgije u poticanju angažiranosti
potrošača u kontekstu društvenih medija. Kako bi se došlo do traženih rezultata, provedeno je
kvantitativno istraživanje analizom sadržaja objava na službenoj Facebook stranici Jamnice,
kao marke koja je u 2018. godini aktivno koristila apel na nostalgiju u svojim objavama,
kombinirajući ih s objavama modernog sadržaja. Dobiveni rezultati pokazali su da se korisnici
rado prisjećaju prošlih događaja i rado ih dijele s drugima te da objave maraka s apelom na
nostalgiju potiču i stvaraju najviše pozitivnih komentara od strane potrošača. Također,
utvrđeno je da, u odnosu na moderan sadržaj, objave s apelom na nostalgiju potiču veću
angažiranost potrošača te će takve objave biti uspješnije u broju sviđanja, komentara i
dijeljenja na društvenim mrežama. Iz navedenog, može se zaključiti da apel na nostalgiju
ostvaruje veliki uspjeh stvarajući pozitivne reakcije te potičući visoku angažiranost potrošača
na društvenim medijima.

Abstract (english)

Social media is an inevitable part of modern marketing that has provided unlimited
opportunities to understand and communicate with consumers, as well as more easily increase
long-term relationships with the same. To achieve this, businesses are expected to reach and
approach the consumer in new ways and offer them values and content that will retain them.
Thus, among other things, modern marketing has recognized nostalgia as a potential for
connecting with consumers, and for this reason, this paper seeks to explore the role of nostalgia
for consumer engagement in the context of social media. In order to show required results,
quantitative content analysis was conducted on the official Facebook page of Jamnica, a brand
that, in 2018, actively used the appeal of nostalgia in its posts, combining them with the modern
content. The obtained results showed that users like to remember past events and share them
with others, and that brand's posts with an appeal to nostalgia encourage and create the most
positive comments from consumers. Also, it was found that, compared to modern content, posts
with an appeal to nostalgia encourage greater consumer engagement and such posts will be
more successful in the number of likes, comments and shares on social networks. From the
above mentioned findings, it can be concluded that the appeal to nostalgia achieves great
success by creating positive reactions and encourages high engagement of consumers on social
media.

• Keywords: društveni mediji; nostalgija; apel na nostalgiju; angažiranost potrošača; marketinška komunikacija; marketing sadržaja
• Keywords (english): social media; nostalgia; appeal of nostalgia; consumer engagement; marketing communication; content marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:148:775242
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2020-09-30 22:05:44