ISTRAŽIVANJE NAVIKA KORIŠTENJA DRUŠTVENIH MREŽA MEĐU RAZLIČITIM GENERACIJSKIM SKUPINAMA

master's thesis

• Title (english): RESEARCHING THE HABITS OF USING SOCIAL NETWORKS AMONG DIFFERENT GENERATION GROUPS
• Author: Ivana Kontin
• Mentor: Miroslav Mandić (mentor)
• Committee member: Sandra Horvat (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: 2022-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Dolazak društvenih mreža i razvoj tehnologije promijenile su dugi niz godina načina komunikacije koja se provodila usmenim putem. Danas zato ne postoje nikakva prostorna i vremenska ograničenja za komunikaciju u realnom vremenu gdje god da se mi toga trena nalazimo. Ali zato postoji jasna razlika u određivanju različitih generacija kroz vrijeme i njihovih navika u novom svijetu. Svrha ovog rada je bila prikazati navike i razloge korištenja različitih društvenih mreža, među različitim generacijskim skupinama. U radu je provedeno opisno (kvantitativno) istraživanje u kojem je kao instrument istraživanja poslužio anketni upitnik kojim su se istraživale glavne razliku u generacijskim skupinama i njihovim navikama. Osim toga, istraživali su se i njihovi stavovi prema društvenim mrežama i novoj tehnologiji općenito. Rezultati istraživanja prikazuju glavne karakteristike korištenja društvenih mreža kod svih generacija. Od toga da je na Facebooku najviše korisnika starijih generacija generacije Baby boomers, na Instagramu su to Generacije Y i Generacije Z. Utvrđeno je i da velik broj mlađih generacija prelazi na nove platforme kao što su TikTok i Snapchat. Glavni razlozi korištenja društvenih mreža kod svih generacija su jednaki. Facebook se najviše koristi za dolazak do informacija i razonode. Instagram se koristi iz razonode i praćenja rodbine i prijatelja i YouTube se koristi najviše radi slušanja muzike/gledanja streamova i razonode. Definirani su i njihovi stavovi prema društvenim mrežama i novoj tehnologiji u kojoj su se sve generacije suglasno složile oko nekoliko mišljenja a to je da nova tehnologija uvelike olakšava život, ali da na nju trošimo previše našeg vremena kao i to da svim generacijama više odgovara vizualan sadržaj od tekstualnog.

Abstract (english)

The arrival of social networks and the development of technology has changed throught many years of oral communication. Today, therefore, there are no spatial and temporal limitations for communication in real time, wherever we are at that moment. But that is why there is a clear difference in determining the different generations through time and their habits in the new world. The purpose of this paper was to show the habits and reasons for using different social networks, among different generational groups. In the paper, a descriptive (quantitative) research was carried out, in which a survey questionnaire was used as a research instrument to investigate the main differences in generational groups and their habits. In addition, their attitudes towards social networks and new technology in general were investigated. The research results show the main characteristics of the use of social networks among all generations. While the majority of users on Facebook are the older generation of Baby Boomers, on Instagram it is Generation Y and Generation Z. It has also been established that a large number of younger generations are switching to new platforms such as TikTok and Snapchat. The main reasons for using social networks among all generations are the same. Facebook is mostly used to get information and entertainment. Instagram is used for leisure and following relatives and friends and YouTube is used mostly for listening to music/watching streams and leisure. Their attitudes towards social networks and new technology were also defined, in which all generations unanimously agreed on several opinions, namely that new technology greatly facilitates life, but that we spend too much of our time on it, as well as that all generations prefer visual content from the text.

• Keywords: generacijske skupine; društvene mreže; navike korištenja društvenih mreža.
• Keywords (english): generational groups; social networks; habits of using social networks.
• Language: croatian
• URN:NBN: urn:nbn:hr:148:831560
• Study programme: Title: Digital marketing; Study programme type: professional; Study level: specialist graduate; Academic / professional title: stručni/a specijalist/specijalistica digitalnog marketinga (stručni/a specijalist/specijalistica digitalnog marketinga)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2022-09-29 16:18:43