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master's thesis
Utjecaj društvenih mreža na kupovinu kozmetičkih proizvoda
Zagreb: University of Zagreb, Faculty of Economics and Business, 2022. urn:nbn:hr:148:241743
Ivić, Kristina
University of Zagreb
Faculty of Economics and Business
Department of Trade and International Business

Institutional repository: REPEFZG

Cite this document

Ivić, K. (2022). Utjecaj društvenih mreža na kupovinu kozmetičkih proizvoda (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:241743

Ivić, Kristina. "Utjecaj društvenih mreža na kupovinu kozmetičkih proizvoda." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2022. https://urn.nsk.hr/urn:nbn:hr:148:241743

Ivić, Kristina. "Utjecaj društvenih mreža na kupovinu kozmetičkih proizvoda." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2022. https://urn.nsk.hr/urn:nbn:hr:148:241743

Ivić, K. (2022). 'Utjecaj društvenih mreža na kupovinu kozmetičkih proizvoda', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 27 November 2024, https://urn.nsk.hr/urn:nbn:hr:148:241743

Ivić K. Utjecaj društvenih mreža na kupovinu kozmetičkih proizvoda [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:148:241743

K. Ivić, "Utjecaj društvenih mreža na kupovinu kozmetičkih proizvoda", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:148:241743

Metadata
TitleUtjecaj društvenih mreža na kupovinu kozmetičkih proizvoda
Title (english)The impact of social media on the purchase of cosmetic products
AuthorKristina Ivić
MentorBlaženka Knežević (mentor)
Committee memberDario Dunković (predsjednik povjerenstva)
Committee memberMia Delić (član povjerenstva)
Committee memberBlaženka Knežević (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Trade and International Business)
Zagreb
Defense date and country2022-09-29, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
International Economics
Abstract
U ovom radu se ponajprije pojmovno određuje tradicionalna trgovina i online trgovina kao važni faktori istraživanja te njihove različitosti. U nastavku se definiraju društvene mreže, njihova važnost, trend i zastupljenost u Republici Hrvatskoj. U okviru toga, objašnjava se važnost oglašavanja putem Instagrama te utjecaj influencera na navedenoj društvenoj mreži koja je u fokusu primarnog istraživanja. Nadalje, pojmovno se određuju kozmeitčki proizvodi te sadržaj i deklariranje istih. U zadnjem dijelu rada se provodi analiza i interpretacija obje ankete kojima su ispitanici imali pristup. Prva se anketa, namijenjena influencerima, sastoji se od 20 pitanja vezanih uz njihov način oglašavanja kozmetičkih proizvoda te mišljenja o istim. Druga anketa, na koju su odgovarali korisnici društvenih mreža koji nisu influenceri, sadrži 27 pitanja kojima se istražuju učestalost korištenja i kupovine kozmetičkih proizvoda, mišljenja o influencerima, njihovom oglašavanju na Instagramu te opće mišljenje o oglašavanju kozmetičkih proizvoda na Instagramu.
Abstract (english)
In this master thesis, first of all, traditional trade and online trade are conceptually determined as important research factors and their differences. The following defines social networks, their importance, trend and representation in the Republic of Croatia. In this framework, the importance of advertising through Instagram and the influence of influencers on the mentioned social network, which is the focus of the primary research, is explained. Furthermore, cosmetic products and their content and declaration are defined conceptually. In the last part of the paper, the analysis and interpretation of both surveys to which the respondents had access is carried out. The first survey, intended for influencers, consists of 20 questions related to their way of advertising cosmetic products and their opinions about them. The second survey, answered by social network users who are not influencers, contains 27 questions that explore the frequency of use and purchase of beauty products, opinions about influencers, their advertising on Instagram, and general opinion about advertising of beauty products on Instagram.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:241743
Study programmeTitle: 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 Attribution-NonCommercial-ShareAlike 3.0 Unported (CC BY-NC-SA 3.0) icon
Created on2022-09-30 09:46:42