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master's thesis
Stavovi potrošača prema marketingu programa suradnje internetskih prodavaonica
Zagreb: University of Zagreb, Faculty of Economics and Business, 2024. urn:nbn:hr:148:950232
Jazvo, Katarina
University of Zagreb
Faculty of Economics and Business

Institutional repository: REPEFZG

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Jazvo, K. (2024). Stavovi potrošača prema marketingu programa suradnje internetskih prodavaonica (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:950232

Jazvo, Katarina. "Stavovi potrošača prema marketingu programa suradnje internetskih prodavaonica." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2024. https://urn.nsk.hr/urn:nbn:hr:148:950232

Jazvo, Katarina. "Stavovi potrošača prema marketingu programa suradnje internetskih prodavaonica." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2024. https://urn.nsk.hr/urn:nbn:hr:148:950232

Jazvo, K. (2024). 'Stavovi potrošača prema marketingu programa suradnje internetskih prodavaonica', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 17 February 2025, https://urn.nsk.hr/urn:nbn:hr:148:950232

Jazvo K. Stavovi potrošača prema marketingu programa suradnje internetskih prodavaonica [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2024 [cited 2025 February 17] Available at: https://urn.nsk.hr/urn:nbn:hr:148:950232

K. Jazvo, "Stavovi potrošača prema marketingu programa suradnje internetskih prodavaonica", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:148:950232

Metadata
TitleStavovi potrošača prema marketingu programa suradnje internetskih prodavaonica
Title (english)Consumer attitudes towards affiliate marketing programs of online stores
AuthorKatarina Jazvo
MentorVatroslav Škare (mentor)
Committee memberMarija Tomašević-Lišanin (član povjerenstva)
Committee memberSunčana Piri Rajh (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
Zagreb
Defense date and country2024-09-24, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Marketing programa suradnje (eng. affiliate marketing), iako prisutan već dugi niz godina, u posljednjim se godinama ističe zbog sve brže digitalizacije i rastuće važnosti društvenih mreža. Ovaj oblik marketinga omogućuje pojedincima i organizacijama da oglašavaju proizvode ili usluge drugih poduzeća u zamjenu za proviziju na ostvarene prodaje ili druge rezultate. Unatoč njegovoj dugoj povijesti, marketing programa suradnje stekao je novu dinamiku i značaj u eri digitalnog oglašavanja, gdje se njegova prisutnost sve više osjeća kroz utjecajne osobe (eng. influencers), blogove i društvene mreže. Cilj istraživanja je razumjeti svjesnost i percepcije potrošača o marketingu programa suradnje, identificirati ključne faktore koji utječu na njihovo povjerenje i angažman s ovim programima. Istražuje se kako potrošači percipiraju transparentnost programa suradnje, utjecaj utjecajnih osoba i ključne čimbenike koji utječu na kupovne odluke potrošača. Rezultati pokazuju da, iako potrošači često smatraju marketing programa suradnje korisnim za otkrivanje novih proizvoda ili pronalaženje popusta, mnogi ostaju skeptični prema transparentnosti tih programa. Određeni broj ispitanika izrazio je zabrinutost zbog potencijalne manipulacije, što ukazuje na potrebu za većom jasnoćom i etičkim praksama unutar ovog oblika marketinga. Ovaj diplomski rad pruža uvide u aktualno stanje marketinga programa suradnje, ističući njegove prednosti i nedostatke, posebno u kontekstu percepcije i povjerenja potrošača.
Abstract (english)
Affiliate marketing, while present for many years, has gained prominence in recent times due to accelerating digitalization and the growing importance of social media. This marketing model allows individuals and organizations to promote products or services from other companies in exchange for a commission on sales or other results achieved. Despite its long history, affiliate marketing has gained new dynamics and significance in the digital advertising era, increasingly evident through influencers, blogs, and social networks. The aim of this research is to understand consumer awareness and perceptions of affiliate marketing, identifying key factors that influence their trust and engagement with these programs. It examines how consumers perceive the transparency of affiliate programs, the impact of influencers, and key factors affecting their purchasing decisions. Results show that while consumers often find affiliate marketing useful for discovering new products or finding discounts, many remain skeptical about the transparency of these programs. A number of respondents expressed concerns about potential manipulation, indicating a need for greater clarity and ethical practices within this marketing model. This thesis provides insights into the current state of affiliate marketing, highlighting its strengths and weaknesses, particularly in the context of consumer perception and trust.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:950232
Study programmeTitle: Business economics
Study programme type: university
Study level: integrated undergraduate and graduate
Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna 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 on2024-09-26 20:44:34