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master's thesis
Uspon konzumerističke kulture - utjecaj online oglašavanja na donošenje odluka o kupnji
Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2022. urn:nbn:hr:251:579230
Ajhenberger, Ana
Josip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek

Institutional repository: Repository of the Academy of Arts and Culture in Osijek

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Ajhenberger, A. (2022). Uspon konzumerističke kulture - utjecaj online oglašavanja na donošenje odluka o kupnji (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:251:579230

Ajhenberger, Ana. "Uspon konzumerističke kulture - utjecaj online oglašavanja na donošenje odluka o kupnji." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:251:579230

Ajhenberger, Ana. "Uspon konzumerističke kulture - utjecaj online oglašavanja na donošenje odluka o kupnji." Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:251:579230

Ajhenberger, A. (2022). 'Uspon konzumerističke kulture - utjecaj online oglašavanja na donošenje odluka o kupnji', Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, accessed 04 November 2024, https://urn.nsk.hr/urn:nbn:hr:251:579230

Ajhenberger A. Uspon konzumerističke kulture - utjecaj online oglašavanja na donošenje odluka o kupnji [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek; 2022 [cited 2024 November 04] Available at: https://urn.nsk.hr/urn:nbn:hr:251:579230

A. Ajhenberger, "Uspon konzumerističke kulture - utjecaj online oglašavanja na donošenje odluka o kupnji", Master's thesis, Josip Juraj Strossmayer University of Osijek, Academy of Arts and Culture in Osijek, Osijek, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:251:579230

Metadata
TitleUspon konzumerističke kulture - utjecaj online oglašavanja na donošenje odluka o kupnji
Title (english)The rise of consumer culture - impact of online advertising on purchasing decisions
AuthorAna Ajhenberger
MentorIva Buljubašić (mentor)
MentorSnježana Barić-Šelmić (komentor)
Committee memberMarta Borić Cvenić (predsjednik povjerenstva)
Committee memberMarija Šain (član povjerenstva)
Committee memberIva Buljubašić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Academy of Arts and Culture in Osijek
Osijek
Defense date and country2022-06-20, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Interdisciplinary Social Sciences
Abstract
U diplomskom radu Uspon konzumerističke kulture – utjecaj online oglašavanja na donošenje odluka o kupnji razmatra se povijesni razvoj potrošačkog društva i fenomen konzumerističke kulture. Spomenuti fenomen popraćen je brojnim društvenih i tehnološkim promjenama, pri čemu je ključnu ulogu imala pojava interneta koja je dovela do zamjene tradicionalnog marketinga digitalnim oblicima marketinške komunikacije. U radu će biti prikazane strategije kojima se koriste suvremeni oglašivači, s posebnim naglaskom na karakteristikama i vrstama digitalnog marketinga, a pokušat će se pojasniti i stavovi postmodernog potrošača odnosno psihološki aspekti procesa donošenja odluka o kupnji. Cilj ovoga rada pokazati je kako je razvoj medija uvjetovao stvaranje i oblikovanje novih potrošačkih navika na koje posebice utječe oglašavanje putem društvenih mreža i drugih online izvora. Uz to, nastojat će se utvrditi kako mediji čine dio života modernog čovjeka i kako diktiraju potrošačke odluke.
Abstract (english)
This master's thesis, The Rise of Consumer Culture – Impact of Online Advertising on Purchasing Decisions, addresses the historical evolution of consumer society and consumer culture phenomena. The aforementioned phenomena has been accompanied by many social and technological changes and the main part was the development of the Internet which has led to a shift from traditional marketing to its digital counterpart. This paper will introduce the strategies used by modern advertisers with an emphasis on the features and types of digital marketing, but it will also seek to clarify the attitudes of the postmodern consumer and the psychological aspects of the buying decision process. The objective of this paper is to demonstrate how the development of the media has led to the creation and formation of new consumer habits that are particularly impacted by advertising on social media and other online sources. In addition, efforts have been made to determine how media are an integral part of a modern person's life and how they significantly influence consumer decisions.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:251:579230
Study programmeTitle: MA in Management in Culture and Creative Industries (double major)
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra menadžmenta u kulturi i kreativnim industrijama (magistar/magistra menadžmenta u kulturi i kreativnim industrijama)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2022-09-08 14:57:36