ANALIZA POVEZANOSTI OSOBNOG MARKETINGA PRIPADNIKA GENERACIJE Y S PERCIPIRANOM ZAPOŠLJIVOŠĆU I ZADOVOLJSTVOM KARIJEROM

master's thesis

• Title (english): RELATIONSHIP ANALYSIS BETWEEN GENERATION Y'S PERSONAL BRANDING, PERCIEVED EMPLOYABILITY AND CAREER SATISFACTION
• Author: Marina Tomas
• Mentor: Irena Pandža Bajs (mentor); MBZ: 295803
• Committee member: Sunčana Piri Rajh (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: 2021-06-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Cilj rada je istražiti povezanost osobnog marketinga Generacije Y s percipiranom zapošljivošću i zadovoljstvom karijerom. Sukladno tome u radu su analizirani rezultati primarnog istraživanja s ciljem da se istraži povezanost varijabli osobnog marketinga, zadovoljstva karijerom i percipirane zapošljivosti pripadnika generacije Y te ispitaju eventualne veze odnosno međuovisnosti navedenih varijabli. Istraživanje je provedeno primjenom anketog upitnika na uzorku od 191 ispitanika. Za analizu rezultata su korišteni različiti statistički postupci sukladni postavljenim istraživačkim problemima. Početne analize koje su se ticale psihometrijskih karakteristika skala te opisa uzorka i povezanosti između varijabli napravljene su u programu SPSS 26. Provedena je također i psihometrijska analiza te provjera konstruktne valjanosti faktorskom analizom (Varimax rotacija), a rezultati su uspoređeni sa strukturom dobivenom u drugim istraživanjima. Osim toga, proveden je t-test u svrhu detaljnijeg ispitivanja karakteristika uzorka te dobivanja podatka o spolnim razlikama i post hoc Sheffeov test kako bi se ustanovilo između kojih skupina su uočene značajne razlike. Analiza utjecaja jedne varijable na drugu učinjena je uz pomoć strukturalnog modeliranja. U svrhu testiranja utjecaja i odnosa u modelu korišten je statistički program SmartPLS 3.0. Rezultati ovog istraživanja pokazuju da percipirana zapošljivost statistički značajno utječe na konstrukt zadovoljstva karijerom kod pripadnika generacije Y. Od direktnih utjecaja strateški čimbenici utječu pozitivno i statistički značajno na percipiranu zapošljivost. Kako bi se izmjerio medijacijski utjecaj percipirane zapošljivosti testirani su i indirektni koeficijenti utjecaja u modelu. Na temelju rezultata navedene analize, može se zaključiti da samo varijabla strateški čimbenici utječe indirektno na zadovoljstvo karijerom preko percipirane zapošljivosti, odnosno može se zaključiti da je percipirana zapošljivost statistički značajan medijator između strateških čimbenika i zadovoljstva karijerom Zaključno, ovaj model može se koristiti kao model procjene orijentacije ka razvoju, korištenju osobnog marketinga i povećanje samoaktualizacije u kontekstu osobnog marketinga pod utjecajem osobnog zadovoljstva karijerom.

Abstract (english)

The aim of this paper is to research the connection between Generation Y personal branding, perceived employability and career satisfaction. Accordingly, the paper analyzes the results of primary research with the aim of researching the relationship between the variables of personal branding, career satisfaction and perceived employability of generation Y members and examines the possible links or interdependencies of these variables. The research was conducted using a survey questionnaire on a sample of 191 respondents. For the analysis of the results, different statistical procedures were used in accordance with the set research problems. Initial analyzes concerning the psychometric characteristics of the scales and the description of the sample and the relationship between the variables were made in the SPSS 26 software. Psychometric analysis and construct validation were also performed by factor analysis (Varimax rotation), and the results were compared with the structure obtained in other studies. In addition, a t-test was performed to examine the characteristics of the sample and to obtain data on gender differences and a post hoc Sheffe test to determine which groups significant differences were observed. The analysis of the influence of one variable on another was done with the help of structural modeling. For the purpose of testing the influence and relationships in the model, the statistical program SmartPLS 3.0 was used. The results of this study show that perceived employability has a statistically significant effect on the career satisfaction construct of generation Y members. Concerning the direct influences, strategic factors have a positive and statistically significant effect on perceived employability. In order to measure the mediation impact of perceived employability, indirect impact coefficients in the model were also tested. Based on the results of this analysis, it can be concluded that only the strategic factors variable indirectly affects career satisfaction through perceived employability, ie it can be concluded that perceived employability is a statistically significant mediator between strategic factors and career satisfaction. orientations towards development, use of personal marketing and increase of self-actualization in the context of personal marketing under the influence of personal career satisfaction.

• Keywords: osobni marketing; percipirana zapošljivost; zadovoljstvo karijerom
• Keywords (english): personal branding; perceived employability; career satisfaction
• Language: croatian
• URN:NBN: urn:nbn:hr:148:180928
• 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: 2021-06-30 14:23:54