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master's thesis
STAVOVI GENERACIJE Z PREMA DIGITALNOM OGLAŠAVANJU NA INSTAGRAMU
Zagreb: University of Zagreb, Faculty of Economics and Business, 2022. urn:nbn:hr:148:767463
Žinić, Anamaria
University of Zagreb
Faculty of Economics and Business
Department of Marketing

Institutional repository: REPEFZG

Cite this document

Žinić, A. (2022). STAVOVI GENERACIJE Z PREMA DIGITALNOM OGLAŠAVANJU NA INSTAGRAMU (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:767463

Žinić, Anamaria. "STAVOVI GENERACIJE Z PREMA DIGITALNOM OGLAŠAVANJU NA INSTAGRAMU." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2022. https://urn.nsk.hr/urn:nbn:hr:148:767463

Žinić, Anamaria. "STAVOVI GENERACIJE Z PREMA DIGITALNOM OGLAŠAVANJU NA INSTAGRAMU." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2022. https://urn.nsk.hr/urn:nbn:hr:148:767463

Žinić, A. (2022). 'STAVOVI GENERACIJE Z PREMA DIGITALNOM OGLAŠAVANJU NA INSTAGRAMU', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 27 November 2024, https://urn.nsk.hr/urn:nbn:hr:148:767463

Žinić A. STAVOVI GENERACIJE Z PREMA DIGITALNOM OGLAŠAVANJU NA INSTAGRAMU [Master's thesis]. Zagreb: University of Zagreb, Faculty of Economics and Business; 2022 [cited 2024 November 27] Available at: https://urn.nsk.hr/urn:nbn:hr:148:767463

A. Žinić, "STAVOVI GENERACIJE Z PREMA DIGITALNOM OGLAŠAVANJU NA INSTAGRAMU", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:148:767463

Metadata
TitleSTAVOVI GENERACIJE Z PREMA DIGITALNOM OGLAŠAVANJU NA INSTAGRAMU
Title (english)ATTITUDES OF GENERATION Z TOWARDS DIGITAL ADVERTISING ON INSTAGRAM
AuthorAnamaria Žinić
MentorVatroslav Škare (mentor)
Committee memberSandra Horvat (predsjednik povjerenstva)
Committee memberSunčana Piri Rajh (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Marketing)
Zagreb
Defense date and country2022-09-27, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Porast korištenja društvenih mreža potaknuo je poduzeća da započnu s novim načinom dosezanja potrošača kreiranjem stranica marki na društvenim mrežama, koje im omogućuju objavljivanje sadržaja u obliku slika i videozapisa. Pratitelji marke na društvenoj mreži stupaju u interakciju s objavom putem lajkova, komentara i dijeljenja, pritom podižući svjesnost o marki i kod drugih korisnika društvenih mreža. Oglašavanjem na stranicama društvenih mreža mogu se prikupiti korisni uvidi iz komentara i povratnih informacija potrošača, što će produbiti lojalnost potrošača, povećati njihovo zadržavanje i također privući potencijalne potrošače. Instagram je jedna od najkorištenijih društvenih mreža među pripadnicima generacije Z jer omogućuje otkrivanje sadržaja te komunikaciju korisnika s markama. Idealan je alat za provođenje oglašavanja. Marketinški stručnjaci mogu brzo, lako, izravno i isplativo širiti informacije mladim generacijama. Sadržaj oglasa igra bitnu ulogu u kreiranju stavova ove generacije te kakav će utjecaj određeni oglas imati na njihovo ponašanje. Cilj diplomskog rada je istražiti stavove pripadnika generacije Z prema digitalnom oglašavanju na Instagramu u Republici Hrvatskoj. U tu svrhu provedeno je primarno opisno istraživanje na 153 ispitanika. Istraživanje je potvrdilo kako je Instagram najkorištenija društvena mreža ove generacije na kojoj su oglasi prisutni u visokoj mjeri. Rezultati istraživanja stavova prema oglasima na Instagramu su pokazali da ispitanici imaju generalno negativne stavove prema oglasima na Instagramu, smatrajući ih nepouzdanima, iritantnima i irelevantnima. Unatoč tome potvrđena je informativnost oglasa, od čega su žene imale pozitivniji stav u odnosu na muške ispitanike. Izrada relevantnih, zabavnih i interaktivnih oglasa mogla bi promijeniti stavove prema oglašavanju.
Abstract (english)
The rise in social media usage has prompted businesses to start new ways of reaching consumers by creating brand pages on social media, which allow them to post content in the form of images and videos. A brand's followers on a social network interact with a post through likes, comments and shares, raising brand awareness among other social media users as well. By advertising on social networking sites, useful insights can be gathered from consumer comments and feedback, which will deepen consumer loyalty, increase their retention and also attract potential consumers. Instagram is one of the most used social networks among members of Generation Z because it enables content discovery and user communication with brands. It is an ideal tool for advertising. Marketers can spread information to young generations quickly, easily, directly and cost-effectively. The content of the ad plays an important role in creating the attitudes of this generation and what impact a specific ad will have on their behavior. The aim of the thesis is to investigate the attitudes of members of Generation Z towards digital advertising on Instagram in the Republic of Croatia. For this purpose, primary descriptive research was conducted on 153 respondents. The research confirmed that Instagram is the most used social network of this generation, where ads are present to a high extent. The results of the survey of attitudes towards ads on Instagram showed that respondents have negative attitudes towards ads on Instagram, considering them unreliable, irritating and irrelevant. Despite this, the informativeness of the ads was confirmed, of which women had a more positive attitude compared to male respondents. Creating relevant, entertaining and interactive ads could change attitudes towards advertising.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:767463
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 conditionsAccess restricted to authenticated users
Terms of useLicence In copyright icon
Created on2022-09-27 20:24:43