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master's thesis
UTJECAJ PRIKRIVENOG OGLAŠAVANJA NA ODLUKE O KUPNJI
Diplomski rad
Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics in Osijek, 2022. urn:nbn:hr:145:518446
Duvnjak, Igor
Josip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek

Institutional repository: EFOS REPOSITORY

Cite this document

Duvnjak, I. (2022). UTJECAJ PRIKRIVENOG OGLAŠAVANJA NA ODLUKE O KUPNJI : Diplomski rad (Master's thesis). Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek. Retrieved from https://urn.nsk.hr/urn:nbn:hr:145:518446

Duvnjak, Igor. "UTJECAJ PRIKRIVENOG OGLAŠAVANJA NA ODLUKE O KUPNJI : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:518446

Duvnjak, Igor. "UTJECAJ PRIKRIVENOG OGLAŠAVANJA NA ODLUKE O KUPNJI : Diplomski rad." Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, 2022. https://urn.nsk.hr/urn:nbn:hr:145:518446

Duvnjak, I. (2022). 'UTJECAJ PRIKRIVENOG OGLAŠAVANJA NA ODLUKE O KUPNJI : Diplomski rad', Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, accessed 03 November 2024, https://urn.nsk.hr/urn:nbn:hr:145:518446

Duvnjak I. UTJECAJ PRIKRIVENOG OGLAŠAVANJA NA ODLUKE O KUPNJI : Diplomski rad [Master's thesis]. Osijek: Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek; 2022 [cited 2024 November 03] Available at: https://urn.nsk.hr/urn:nbn:hr:145:518446

I. Duvnjak, "UTJECAJ PRIKRIVENOG OGLAŠAVANJA NA ODLUKE O KUPNJI : Diplomski rad", Master's thesis, Josip Juraj Strossmayer University of Osijek, Faculty of Economics and Business in Osijek, Osijek, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:145:518446

Metadata
TitleUTJECAJ PRIKRIVENOG OGLAŠAVANJA NA ODLUKE O KUPNJI : Diplomski rad
Title (english)INFLUENCE OF SURREPTITIOUS ADVERTISING ON PURCHASING DECISIONS : Graduate paper
AuthorIgor Duvnjak
MentorMladen Pancić (mentor)
Committee memberDavor Dujak (predsjednik povjerenstva)
Committee memberHelena Štimac (član povjerenstva)
Committee memberMladen Pancić (član povjerenstva)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics and Business in Osijek
Osijek
Defense date and country2022-07-12, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Prikriveno oglašavanje kao vrsta oglašavanja predstavlja se putem određenog medijskog sadržaja te ima svjestan ili nesvjestan utjecaj na konzumenta tog istog medijskog sadržaja. Utjecaj se odnosi na navođenje na kupovinu i konzumiranje onoga što se oglašava. Prikrivenim oglašavanjem se na potencijale kupce utječe suptilnije i osobnije tako da ono najčešće ne poprima negativne konotacije. Cilj istraživanja je saznati i prikazati u kojoj mjeri potrošači prepoznaju prikriveno oglašavanje i kako takav oblik promocije utječe na izbor prilikom kupovine proizvoda ili usluge. Za primarno istraživanje korišten je anketni upitnik sastavljen od 12 pitanja koji se proveo online putem maila i društvenih mreža te je anoniman. Rezultati su prikupljeni, analizirani i detaljno grafički i opisno prikazani. Za sekundarno istraživanje korištene su informacije i podaci prikupljeni iz stručne literature, knjiga i znanstvenih članaka, te internet stranica.
Abstract (english)
Surreptitious advertising as a type of advertising is presented through certain media content and has a conscious or unconscious influence on the consumer of that same media content. Impact refers to inducing the purchase and consumption of what is advertised. Surreptitious advertising affects the potential of customers more subtly and personally, so that it usually does not take on negative connotations. The aim of the research is to find out and show the extent to which consumers recognize surreptitious advertising and how this form of promotion influences the choice when buying a product or service. For the primary research, a survey questionnaire consisting of 12 questions was conducted, which was done online via e-mail and social networks, and is anonymous. The results were collected, analyzed and presented in detail graphically and descriptively. Information and data collected from professional literature, books and scientific articles, as well as websites were used for secondary research.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:145:518446
Study programmeTitle: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE (SVEUČILIŠNI MAGISTAR/MAGISTRA EKONOMIJE)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-04-26 12:29:54