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master's thesis
Istraživanje stavova potrošača o remarketing oglasima na društvenim medijima
Zagreb: University of Zagreb, Faculty of Economics and Business, 2023. urn:nbn:hr:148:726243
Drešar, Sara
University of Zagreb
Faculty of Economics and Business
Department of Marketing

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Drešar, S. (2023). Istraživanje stavova potrošača o remarketing oglasima na društvenim medijima (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:726243

Drešar, Sara. "Istraživanje stavova potrošača o remarketing oglasima na društvenim medijima." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2023. https://urn.nsk.hr/urn:nbn:hr:148:726243

Drešar, Sara. "Istraživanje stavova potrošača o remarketing oglasima na društvenim medijima." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2023. https://urn.nsk.hr/urn:nbn:hr:148:726243

Drešar, S. (2023). 'Istraživanje stavova potrošača o remarketing oglasima na društvenim medijima', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 26 December 2024, https://urn.nsk.hr/urn:nbn:hr:148:726243

Drešar S. Istraživanje stavova potrošača o remarketing oglasima na društvenim medijima [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2023 [cited 2024 December 26] Available at: https://urn.nsk.hr/urn:nbn:hr:148:726243

S. Drešar, "Istraživanje stavova potrošača o remarketing oglasima na društvenim medijima", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:148:726243

Metadata
TitleIstraživanje stavova potrošača o remarketing oglasima na društvenim medijima
Title (english)Research of consumer attitudes on remarketing advertisements on social media
AuthorSara Drešar
MentorSandra Horvat (mentor)
Committee memberMorana Fudurić (član povjerenstva)
Committee memberVatroslav Škare (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Marketing)
Zagreb
Defense date and country2023-07-18, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Korištenje društvenih medija dio je današnje svakodnevice uslijed koje su korisnici izloženi i raznim oglasima koje mogu zapaziti pretraživanjem iz zabave, posla ili privatnih razloga. Remarketing oglasi su najpersonaliziraniji oglasi na društvenim medijima jer se temelje na prethodnom potrošačevom pretraživanju proizvoda, čime obuhvaćaju točne interese potrošača. Kako bi se dobio uvid u stavove potrošača prema remarketing oglasima na društvenim medijima provedeno je kvalitativno istraživanje putem tehnike dubinskog intervjua na uzorku od 19 ispitanika. Istraživanje pokazuje da remarketing oglasi ispunjavaju svoj cilj kod polovice ispitanika kojima isti oglasi služe kao podsjetnik za proizvod i pomažu pri online kupovini. Ispitanici su informirani o funkcioniranju remarketing oglasa, te više vole vidjeti oglas s proizvodom koji ih interesira, od ostalih ne relevantnih oglasa.
Abstract (english)
The use of social media networks is part of today's everyday life leading to exposure to various advertisements that consumers can notice by browsing for fun, work, or private reasons. Remarketing ads are the most personalized ads on social networks because they are based on the consumer's previous product search, capturing the exact interests of the consumers. In order to gain insight into consumers' attitudes towards remarketing ads on social networks, qualitative research was conducted using the in-depth interview on a sample of 19 respondents. The research shows that remarketing ads fulfill their purpose with half of the respondents for whom the same ads serve as a reminder for the product and as a help with online shopping. Respondents are informed about the functioning of remarketing ads, and prefer to see an ad with a product that interests them, rather than other non-relevant ads.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:726243
Study programmeTitle: Digital marketing
Study programme type: professional
Study level: specialist graduate
Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence Attribution-NonCommercial-ShareAlike 3.0 Unported (CC BY-NC-SA 3.0) icon
Created on2023-08-29 12:37:25