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master's thesis
KARAKTERISTIKE OGLASA I PONAŠAJNI ISHODI U KONTEKSTU VIDEO OGLAŠAVANJA
Diplomski rad
Split: University of Split, Faculty of economics Split, 2021. urn:nbn:hr:124:623974
Huljev, Magdalena
University of Split
Faculty of economics Split

Institutional repository: REFST

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Huljev, M. (2021). KARAKTERISTIKE OGLASA I PONAŠAJNI ISHODI U KONTEKSTU VIDEO OGLAŠAVANJA : Diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:623974

Huljev, Magdalena. "KARAKTERISTIKE OGLASA I PONAŠAJNI ISHODI U KONTEKSTU VIDEO OGLAŠAVANJA : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2021. https://urn.nsk.hr/urn:nbn:hr:124:623974

Huljev, Magdalena. "KARAKTERISTIKE OGLASA I PONAŠAJNI ISHODI U KONTEKSTU VIDEO OGLAŠAVANJA : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2021. https://urn.nsk.hr/urn:nbn:hr:124:623974

Huljev, M. (2021). 'KARAKTERISTIKE OGLASA I PONAŠAJNI ISHODI U KONTEKSTU VIDEO OGLAŠAVANJA : Diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 21 December 2024, https://urn.nsk.hr/urn:nbn:hr:124:623974

Huljev M. KARAKTERISTIKE OGLASA I PONAŠAJNI ISHODI U KONTEKSTU VIDEO OGLAŠAVANJA : Diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2021 [cited 2024 December 21] Available at: https://urn.nsk.hr/urn:nbn:hr:124:623974

M. Huljev, "KARAKTERISTIKE OGLASA I PONAŠAJNI ISHODI U KONTEKSTU VIDEO OGLAŠAVANJA : Diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:124:623974

Metadata
TitleKARAKTERISTIKE OGLASA I PONAŠAJNI ISHODI U KONTEKSTU VIDEO OGLAŠAVANJA : Diplomski rad
AuthorMagdalena Huljev
MentorIvana Kursan Milaković (mentor)
MBZ: 350835
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2021-08, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Svrha ovog rada bila je utvrditi povezanost karakteristika video oglasa (duljine, informativnosti, humorističnosti i nametljivosti) s ponašajnim ishodima (stavovi, namjera kupovine, kupovina, širenje usmene komunikacije), kao i utjecaj stavova na navedene ishode ponašanja potrošača. Rezultati istraživanja pokazuju da je najznačajnija karakteristika za stavove humorističnost video oglasa, te da su karakteristike informativnosti, humorističnosti i nametljivosti, za razliku od duljine oglasa, značajno povezane s namjerom kupovine, kupovinom i širenjem usmene komunikacije pri čemu je najsnažniji utjecaj primijećen kod humorističnosti. Također, rezultati pokazuju da su stavovi potrošača prema video oglasu/oglašavanju pozitivno povezani s ponašanjem potrošača i to najsnažnije sa širenjem usmene komunikacije, te potom s namjerom kupovine i kupovinom. Dobiveni rezultati predstavljaju nove spoznaje u teorijskom smislu, te ujedno imaju i vrijedne praktične implikacije.
Abstract (english)
The purpose of this study was to determine the relationship between the characteristics of video ads (length, informativeness, humor and intrusiveness) and behavioral outcomes (attitudes, purchase intention, purchase, word of mouth communication), as well as the impact of video ad attitudes on such behavioral outcomes. The research results show that humor is the most important video ad characteristic for attitudes, and that video characteristics of informativeness, humor and intrusiveness, unlike the ad length, are significantly related to the purchase intention, purchase and word of mouth communication, whereas this impact is the strongest in terms of humor characteristic. Furthermore, the results show that consumer attitudes towards video advertising are positively related to consumer behavior, whereby the strongest impact is noticed on WOM, followed by purchase intention and purchase. The obtained results represent novel theoretical findings, while also denoting valuable practical implications.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:623974
Study programmeTitle: Business Studies
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2021-09-29 12:23:40