undergraduate thesis
UTJECAJ DRUŠTVENIH MREŽA NA PONAŠANJE POTROŠAČA

Mila Cvitković (2016)
University of Split
Faculty of economics Split
Metadata
TitleUTJECAJ DRUŠTVENIH MREŽA NA PONAŠANJE POTROŠAČA : završni rad
AuthorMila Cvitković
Mentor(s)Ivana Kursan Milaković (thesis advisor)
Abstract
Problem istraživanja bio je utvrditi utjecaj društvenih mreža na ponašanje potrošača. Fokus je bio na ispitivanju utjecaja Instagrama, Facebooka i Twittera na ponašanje potrošača. Glavni rezultati i spoznaje do kojih se došlo temeljem istraživanja su podudaranje dvije od tri hipoteze. Rezultati su pokazali da ispitanici najviše i najučestalije koriste Instagram i Facebook, dok je Twitter nepopularan u svim segmentima među ispitanicima. Također se ustanovilo da ispitanici na navedenim društvenim mrežama prate raznolik sadržaj, od prijatelja i poznanika do stranica ugostiteljskih i prodajnih mjesta. Istraživanjem se došlo do rezultata koji ukazuju na veći utjecaj Instagrama na potrošače što se tiče privlačenja pažnje različitim objavama koje podrazumijevaju promociju proizvoda/usluga, popuste u prodavaonicama, dok na Facebooku potrošači više kupuju nego na Instagramu. Iz istraživanja se može zaključiti da su društvene mreže postale jedno od glavnih sredstava za oglašavanje i da se svakim danom smišljaju novi načini za takvo oglašavanje. Ključ dobrog oglašavanja i privlačenja pažnje potrošača na društvenim mrežama leži u kreativnosti i promišljenom marketinškom pristupu. Tvrtke bi trebale objavljivati sadržaj koji komunicira svoj cilj na zanimljiv i kreativan način, raznim slikama, postovima drugih ljudi koji koriste njihove proizvode/usluge s kojima se potrošači mogu poistovjetiti, korištenjem nagradnih igara, popusta potrošačima kojima se privlači pažnja i navodi na razmišljanje o oglašavanom proizvodu/usluzi.
Keywordssocial networks consumer behavior factors
GranterUniversity of Split
Faculty of economics Split
PlaceSplit
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Marketing
Study programme typeprofessional
Study levelundergraduate
Study programmeSmall Enterprise Management
Academic title abbreviationbacc. oec.
Genreundergraduate thesis
Language Croatian
Defense date2016-09
Parallel abstract (English)
The problem of this research was to determine the influence of social networks on consumer’s behavior. The focus was on examining the impact of Instagram, Facebook and Twitter on the consumer’s behavior. The main research results and findings suggest the acceptance of two, out of three, research hypotheses. The results show that the respondents are mostly using Instagram and Facebook, while Twitter turned out to be unpopular in all segments among the respondents. The results indicate that respondents follow different content on listed social networks, from friends and relatives to sites of restaurants and shopping places. The research showed a greater impact of Instagram on consumers, when it comes to attracting the attention using the variety of posts that include the promotion of products/services, discounts in stores, while on Facebook consumers buy more than it is a case with Instagram. It can be concluded that social networks have become one of the main platforms for advertising, where by different social network advertising types are utilized each day. The key of good social network advertising, as a way of attracting the attention of consumers, lies within the creativity and smart marketing approach. Companies should publish the content that communicates the main purpose in an interesting and creative way, using different images, posts of other people using their products/services, offering the rewarding games, discounts in order to attract the consumer’s attention and stimulate the thinking about the advertised product/service.
Parallel keywords (Croatian)društvene mreže ponašanje potrošača čimbenici
Resource typetext
Access conditionOpen access
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:124:700634
CommitterIvana Gizdić