prikaz prve stranice dokumenta Povezanost oglašavanja na društvenim mrežama i lojalnosti potrošača
  Download
PDF 726.52 KB
master's thesis
Povezanost oglašavanja na društvenim mrežama i lojalnosti potrošača
Zagreb: University of Zagreb, Faculty of Economics and Business, 2022. urn:nbn:hr:148:660612
Mataušić, Lucija
University of Zagreb
Faculty of Economics and Business
Department of Marketing

Institutional repository: REPEFZG

Cite this document

Mataušić, L. (2022). Povezanost oglašavanja na društvenim mrežama i lojalnosti potrošača (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:660612

Mataušić, Lucija. "Povezanost oglašavanja na društvenim mrežama i lojalnosti potrošača." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2022. https://urn.nsk.hr/urn:nbn:hr:148:660612

Mataušić, Lucija. "Povezanost oglašavanja na društvenim mrežama i lojalnosti potrošača." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2022. https://urn.nsk.hr/urn:nbn:hr:148:660612

Mataušić, L. (2022). 'Povezanost oglašavanja na društvenim mrežama i lojalnosti potrošača', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 28 June 2024, https://urn.nsk.hr/urn:nbn:hr:148:660612

Mataušić L. Povezanost oglašavanja na društvenim mrežama i lojalnosti potrošača [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2022 [cited 2024 June 28] Available at: https://urn.nsk.hr/urn:nbn:hr:148:660612

L. Mataušić, "Povezanost oglašavanja na društvenim mrežama i lojalnosti potrošača", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:148:660612

Metadata
TitlePovezanost oglašavanja na društvenim mrežama i lojalnosti potrošača
Title (english)Connection of social media advertising and brand loylaty
AuthorLucija Mataušić
MentorAna Tkalac Verčič (mentor)
Committee memberSunčana Piri Rajh (predsjednik povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Marketing)
Zagreb
Defense date and country2022-05-16, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
U ovom se radu prikazuje povezanost između oglašavanja na društvenim mrežama i lojalnosti potrošača prema marki. Iznesene su teorijske spoznaje o oglašavanju kao elementu marketinškog miksa, lojalnosti potrošača i načinima oglašavanja na društvenim mrežama. Kako bi se obogatila i upotpunila postojeća literatura te kako bi se doprinijelo razumijevanju i važnosti iste, provedenim se empirijskim istraživanjem nastoji utvrditi povezanost između oglašavačkih aktivnosti marke Adidas i njezin lojalnih potrošača. Odabrana je kvantitativna metodologija te je provedeno ispitivanje putem anketnog upitnika. Po uzoru na istraživanje koje proveo Bilgin 2018. godine, povezanost se mjerila na temelju 6 dimenzija: interaktivnost, elektronička komunikacija od usta do usta, aktualnost, zanimljivost i prilagođenost oglašavanog sadržaja, komunikacija akcija i popusta te lojalnost potrošača. Nakon analize dobivenih rezultata, iznesen je zaključak o dimenzijama na koje se organizacije trebaju usredotočiti prilikom oblikovanja oglasa. Također, dan je prikaz o tome utječe li oglas na povećanje aktivnosti potrošača, što je u konačnici jasan pokazatelj njihove lojalnosti kada je riječ o digitalnim medijima, odnosno društvenim mrežama.
Abstract (english)
This paper presents the relationship between social media advertising and brand loyalty. Theoretical knowledge includes clarificatons of advertising as an element of the marketing mix, brand loyalty and ways of advertising on social networks. In order to enrich and supplement the existing literature and to contribute to the understanding and importance of the same, the conducted empirical research seeks to establish connection between the advertising activities of the Adidas brand and its loyal consumers. Quantitative methodology was selected and the survey was conducted through a questionnaire. Following the example of research conducted by Bilgin in 2018, connectivity was measured based on 6 dimensions: interaction, entertainment, trendiness, customisation, electronic word-of-mouth, promotion and brand loyalty. After analyzing the obtained results, a conclusion was made about the dimensions that organizations should focus on when designing ads. Also, an overview is given of whether the advertising influences the increase of consumer activity, which is ultimately a clear indicator of their brand loyalty when it comes to digital media and social networks.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:660612
Study programmeTitle: Business Economics
Study programme type: university
Study level: integrated undergraduate and 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 on2022-05-17 12:22:58