Uloga društvenih mreža u potrošačevom odlučivanju o kupovini proizvoda modne industrije

master's thesis

• Title (english): The role of social media in consumer decision making behaviour while purchasing fashion industry products
• Author: Valentina Bilić
• Mentor: Marija Tomašević-Lišanin (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Committee member: Mirko Palić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2021-09-23, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Novi koncepti, materijali i tehnologije potpuno su promijenili modni svijet i način na koji doživljavamo odjeću. Kako se modni trendovi mijenjaju iz sezone u sezonu, a nova odjeća u prodavaonice stiže gotovo svaki drugi tjedan, potrošači su konstantno pod utjecajem konzumerizma i u planiranju novih kupovnih pothvata. Pojava društvenih platformi uvela je značajne promjene u poslovanje modnih poduzeća upravo zbog novih načina oglašavanja i prodaje proizvoda. Odjevni predmeti danas čine najveći udio cijelog asortimana proizvoda kupljenih putem društvenih platformi, a broj potrošača koji se u pregledavanje društvenih mreža odlučuju s ciljem otkrivanja odjevnih predmeta, iz dana u dan se povećava. Sadržaj generiran od strane korisnika čini suštinu postojanja svake od društvenih mreža i često je izvor potrošačevog inspiriranja o novim modnim trendovima, ali i referenca prilikom budućih kupovina. Uvidjevši značaj novih tehnologija u životu suvremenog potrošača, ovim se radom nastoji dati dublji uvid u ulogu društvenih mreža u potrošačevom procesu kupovine proizvoda modne industrije. Provedeno empirijsko istraživanje, koje se oslanja na suvremene teorijske spoznaje, imalo je za cilj otkriti u kojoj se mjeri suvremeni potrošači oslanjaju na društvene mreže kao izvor njihova informiranja o proizvodima proizvođača odjevnih predmeta prije, za vrijeme i nakon kupnje proizvoda modne industrije. Rezultati su pokazali kako društvene mreže najznačajniju ulogu za potrošača imaju u fazi spoznaje potrebe gdje objave drugih korisnika te oglasi proizvođača kod njih potiču želju za novim odjevnim predmetima. Njihov značaj vidljiv je i u fazi traženja informacija u kojoj su se društvene mreže pokazale idealnim izvorom za prikupljanje svih informacija potrebnih za nastavak potrošačevog kupovnog procesa. Interpretacija rezultata dovela je i do saznanja kako su u fazi vrednovanja alternativa za potrošače iznimno značajne preporuke prijatelja te da velik utjecaj na njihov odabir imaju pozitivni i negativni komentari o proizvođaču odjevnog predmeta na društvenim mrežama. S ciljem završetka svog kupovnog procesa, potrošači se u najvećoj mjeri okreću službenim internetskim stranicama proizvođača do kojih u određenoj mjeri dolaze upravo preko stranica ili profila proizvođača na društvenim mrežama. U fazi poslijekupovnog ponašanja uloga društvenih mreža pokazala se najmanje značajnom što za modna poduzeća predstavlja neiskorišten potencijal u vidu poticanja dijaloga i stvaranja dugoročnijih odnosa s potrošačima.

Abstract (english)

New concepts, materials and technologies have completely changed the fashion world and the way we experience clothing. As fashion trends change from season to season and new clothing arrives in stores almost every other week, consumers are constantly influenced by consumerism and in planning new shopping ventures. The emergence of social platforms has introduced significant changes in the business of fashion companies precisely because of new ways of advertising and selling products. Today, clothing accounts for the largest share of the entire range of products purchased through social platforms, and the number of consumers who decide to browse social networks with the aim of discovering clothing items is increasing day by day. User-generated content is the essence of the existence of each of the social networks and is often a source of consumer inspiration about new fashion trends, but also a reference when making future purchases. Recognizing the importance of new technologies in the life of the modern consumer, this paper seeks to give a deeper insight into the role of social networks in the consumer's process of purchasing fashion industry products. The research, conducted on the basis of the theoretical part of the paper, aimed to find out the extent to which modern consumers rely on social networks as a source of their information about clothing manufacturers' products before, during and after buying fashion products. The results showed that social networks play the most important role for the consumer in the phase of realizing the need, where the announcements of other users and the advertisements of the producers stimulate their desire for new clothing items. Their importance is also visible in the information search phase in which social networks have proven to be an ideal source for gathering all the information needed to continue the consumer's buying process. The interpretation of the results also led to the knowledge that in the evaluation phase of alternatives for consumers, the recommendations of friends are extremely important and that positive and negative comments about the garment manufacturer on social networks have a great influence on their choice. In order to complete their purchasing process, consumers mostly turn to the official website of the manufacturer, which to some extent is obtained through the pages or profiles of the manufacturer on social networks. In the post-purchasing phase, the role of social networks proved to be the least significant, which represents an untapped potential for fashion companies in the form of encouraging dialogue and creating long-term relationships with consumers.

• Keywords: društvene mreže; proces donošenja odluke o kupovini; modna industrija; ponašanje potrošača; oglašavanje; prodaja
• Keywords (english): social networks; shopping decision-making process; fashion industry; consumer behavior; advertising; sales
• Language: croatian
• URN:NBN: urn:nbn:hr:148:316072
• 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: Access restricted to students and staff of home institution
• Created on: 2021-09-23 10:57:01