Povezanost oglašavanja na društvenim mrežama i lojalnosti potrošača

master's thesis

• Title (english): Connection of social media advertising and brand loylaty
• Author: Lucija Mataušić
• Mentor: Ana Tkalac Verčič (mentor)
• Committee member: Sunčana Piri Rajh (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2022-05-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

U ovom se radu prikazuje povezanost između oglašavanja na društvenim mrežama i lojalnosti potrošača prema marki. Iznesene su teorijske spoznaje o oglašavanju kao elementu marketinškog miksa, lojalnosti potrošača i načinima oglašavanja na društvenim mrežama. Kako bi se obogatila i upotpunila postojeća literatura te kako bi se doprinijelo razumijevanju i važnosti iste, provedenim se empirijskim istraživanjem nastoji utvrditi povezanost između oglašavačkih aktivnosti marke Adidas i njezin lojalnih potrošača. Odabrana je kvantitativna metodologija te je provedeno ispitivanje putem anketnog upitnika. Po uzoru na istraživanje koje proveo Bilgin 2018. godine, povezanost se mjerila na temelju 6 dimenzija: interaktivnost, elektronička komunikacija od usta do usta, aktualnost, zanimljivost i prilagođenost oglašavanog sadržaja, komunikacija akcija i popusta te lojalnost potrošača. Nakon analize dobivenih rezultata, iznesen je zaključak o dimenzijama na koje se organizacije trebaju usredotočiti prilikom oblikovanja oglasa. Također, dan je prikaz o tome utječe li oglas na povećanje aktivnosti potrošača, što je u konačnici jasan pokazatelj njihove lojalnosti kada je riječ o digitalnim medijima, odnosno društvenim mrežama.

Abstract (english)

This paper presents the relationship between social media advertising and brand loyalty. Theoretical knowledge includes clarificatons of advertising as an element of the marketing mix, brand loyalty and ways of advertising on social networks. In order to enrich and supplement the existing literature and to contribute to the understanding and importance of the same, the conducted empirical research seeks to establish connection between the advertising activities of the Adidas brand and its loyal consumers. Quantitative methodology was selected and the survey was conducted through a questionnaire. Following the example of research conducted by Bilgin in 2018, connectivity was measured based on 6 dimensions: interaction, entertainment, trendiness, customisation, electronic word-of-mouth, promotion and brand loyalty. After analyzing the obtained results, a conclusion was made about the dimensions that organizations should focus on when designing ads. Also, an overview is given of whether the advertising influences the increase of consumer activity, which is ultimately a clear indicator of their brand loyalty when it comes to digital media and social networks.

• Keywords: oglašavanje; lojalnost potrošača prema marki; društvene mreže
• Keywords (english): advertising; brand loyalty; social media
• Language: croatian
• URN:NBN: urn:nbn:hr:148:660612
• 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: 2022-05-17 12:22:58