Stavovi potrošača o prikrivenom oglašavanju na "video na zahtjev" platformama

master's thesis

• Title (english): Consumers' attitude towards product placement on video on demand platforms
• Author: Lucija Gorički
• Mentor: Ana Tkalac Verčič (mentor)
• Committee member: Dubravka Sinčić Ćorić (predsjednik povjerenstva)
• Committee member: Ružica Brečić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2022-09-28, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

„Video na zahtjev“ platforme omogućuju korisnicima gledanje audiovizualnih sadržaja iz postojećeg kataloga filmova i serija u bilo kojem trenutku uz plaćanje mjesečne ili godišnje pretplate. Ovaj novi oblik iskustva gledanja dovodi do prijenosa publike s tradicionalne televizije na „video na zahtjev“ platforme u kojima ne postoje stanke za promidžbeni program. Marketinški stručnjaci potaknuti su na traženje alternativnog alata marketinške komunikacije kako bi dosegnuli publiku koja je na ovim platformama. Jedna od alternativa je prikriveno oglašavanje, odnosno uključivanje marke ili određenog proizvoda u audiovizualne sadržaje s ciljem utjecanja na publiku bez da publika bude svjesna namjere uvjeravanja. Svrha ovog rada bila je ispitati spoznajnu, osjećajnu i ponašajuću komponentu stava potrošača o prikrivenom oglašavanju na „video na zahtjev“ platformama. Istraživanje se provodilo online anketnim upitnikom na uzorku od 110 osoba koje koriste „video na zahtjev“ platforme. Prikupljeni podaci upućuju na to da su potrošači djelomično svjesni prikrivenih oglasa na „video na zahtjev“ platformama, no većinom imaju negativne stavove o njima.

Abstract (english)

Video on demand platforms allow users to watch audiovisual content from the existing catalog of movies and TV series at any time by paying a monthly or annual subscription. This new form of viewing experience is leading to the transfer of audiences from traditional television to "video on demand" platforms where there are no commercial breaks. Marketers are encouraged to look for alternative marketing communication tools to reach audiences that are using these platforms. One of the alternatives is product placement, that is, the inclusion of a brand or a specific product in audiovisual content with the aim of influencing the audience without the audience being aware of the intention of persuasion. The purpose of this paper was to examine the cognitive, affective and behavioral components of consumers' attitudes towards product placement on "video on demand" platforms. The research was conducted using an online questionnaire on a sample of 110 people who use video on demand platforms. The collected data suggests that consumers are partially aware of product placements on video on demand platforms, but mostly have negative attitudes towards them.

• Keywords: stavovi; komponente stava; prikriveno oglašavanje; „video na zahtjev“ platforme
• Keywords (english): attitudes; attitude components; product placement; video on demand platforms
• Language: croatian
• URN:NBN: urn:nbn:hr:148:024226
• 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: Access restricted to students and staff of home institution
• Created on: 2022-09-30 17:21:26