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master's thesis
Stavovi potrošača o prikrivenom oglašavanju na "video na zahtjev" platformama
Zagreb: University of Zagreb, Faculty of Economics and Business, 2022. urn:nbn:hr:148:024226
Gorički, Lucija
University of Zagreb
Faculty of Economics and Business
Department of Marketing

Institutional repository: REPEFZG

Cite this document

Gorički, L. (2022). Stavovi potrošača o prikrivenom oglašavanju na "video na zahtjev" platformama (Master's thesis). Zagreb: University of Zagreb, Faculty of Economics and Business. Retrieved from https://urn.nsk.hr/urn:nbn:hr:148:024226

Gorički, Lucija. "Stavovi potrošača o prikrivenom oglašavanju na "video na zahtjev" platformama." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2022. https://urn.nsk.hr/urn:nbn:hr:148:024226

Gorički, Lucija. "Stavovi potrošača o prikrivenom oglašavanju na "video na zahtjev" platformama." Master's thesis, University of Zagreb, Faculty of Economics and Business, 2022. https://urn.nsk.hr/urn:nbn:hr:148:024226

Gorički, L. (2022). 'Stavovi potrošača o prikrivenom oglašavanju na "video na zahtjev" platformama', Master's thesis, University of Zagreb, Faculty of Economics and Business, accessed 27 November 2024, https://urn.nsk.hr/urn:nbn:hr:148:024226

Gorički L. Stavovi potrošača o prikrivenom oglašavanju na "video na zahtjev" platformama [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:148:024226

L. Gorički, "Stavovi potrošača o prikrivenom oglašavanju na "video na zahtjev" platformama", Master's thesis, University of Zagreb, Faculty of Economics and Business, Zagreb, 2022. Available at: https://urn.nsk.hr/urn:nbn:hr:148:024226

Metadata
TitleStavovi potrošača o prikrivenom oglašavanju na "video na zahtjev" platformama
Title (english)Consumers' attitude towards product placement on video on demand platforms
AuthorLucija Gorički
MentorAna Tkalac Verčič (mentor)
Committee memberDubravka Sinčić Ćorić (predsjednik povjerenstva)
Committee memberRužica Brečić (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Economics and Business
(Department of Marketing)
Zagreb
Defense date and country2022-09-28, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
„Video na zahtjev“ platforme omogućuju korisnicima gledanje audiovizualnih sadržaja iz postojećeg kataloga filmova i serija u bilo kojem trenutku uz plaćanje mjesečne ili godišnje pretplate. Ovaj novi oblik iskustva gledanja dovodi do prijenosa publike s tradicionalne televizije na „video na zahtjev“ platforme u kojima ne postoje stanke za promidžbeni program. Marketinški stručnjaci potaknuti su na traženje alternativnog alata marketinške komunikacije kako bi dosegnuli publiku koja je na ovim platformama. Jedna od alternativa je prikriveno oglašavanje, odnosno uključivanje marke ili određenog proizvoda u audiovizualne sadržaje s ciljem utjecanja na publiku bez da publika bude svjesna namjere uvjeravanja. Svrha ovog rada bila je ispitati spoznajnu, osjećajnu i ponašajuću komponentu stava potrošača o prikrivenom oglašavanju na „video na zahtjev“ platformama. Istraživanje se provodilo online anketnim upitnikom na uzorku od 110 osoba koje koriste „video na zahtjev“ platforme. Prikupljeni podaci upućuju na to da su potrošači djelomično svjesni prikrivenih oglasa na „video na zahtjev“ platformama, no većinom imaju negativne stavove o njima.
Abstract (english)
Video on demand platforms allow users to watch audiovisual content from the existing catalog of movies and TV series at any time by paying a monthly or annual subscription. This new form of viewing experience is leading to the transfer of audiences from traditional television to "video on demand" platforms where there are no commercial breaks. Marketers are encouraged to look for alternative marketing communication tools to reach audiences that are using these platforms. One of the alternatives is product placement, that is, the inclusion of a brand or a specific product in audiovisual content with the aim of influencing the audience without the audience being aware of the intention of persuasion. The purpose of this paper was to examine the cognitive, affective and behavioral components of consumers' attitudes towards product placement on "video on demand" platforms. The research was conducted using an online questionnaire on a sample of 110 people who use video on demand platforms. The collected data suggests that consumers are partially aware of product placements on video on demand platforms, but mostly have negative attitudes towards them.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:148:024226
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 students and staff of home institution
Terms of useLicence In copyright icon
Created on2022-09-30 17:21:26