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undergraduate thesis
#Instabuy: sociološko istraživanje utjecaja Instagrama na preferencije mladih
Split: University of Split, Faculty of Humanities and Social Sciences, University of Split, 2020. urn:nbn:hr:172:637647
Grubišić, Lidija
University of Split
Faculty of Humanities and Social Sciences
Department of Sociology

Institutional repository: Repository of Faculty of humanities and social sciences

Cite this document

Grubišić, L. (2020). #Instabuy: sociološko istraživanje utjecaja Instagrama na preferencije mladih (Undergraduate thesis). Split: University of Split, Faculty of Humanities and Social Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:172:637647

Grubišić, Lidija. "#Instabuy: sociološko istraživanje utjecaja Instagrama na preferencije mladih." Undergraduate thesis, University of Split, Faculty of Humanities and Social Sciences, 2020. https://urn.nsk.hr/urn:nbn:hr:172:637647

Grubišić, Lidija. "#Instabuy: sociološko istraživanje utjecaja Instagrama na preferencije mladih." Undergraduate thesis, University of Split, Faculty of Humanities and Social Sciences, 2020. https://urn.nsk.hr/urn:nbn:hr:172:637647

Grubišić, L. (2020). '#Instabuy: sociološko istraživanje utjecaja Instagrama na preferencije mladih', Undergraduate thesis, University of Split, Faculty of Humanities and Social Sciences, accessed 27 December 2024, https://urn.nsk.hr/urn:nbn:hr:172:637647

Grubišić L. #Instabuy: sociološko istraživanje utjecaja Instagrama na preferencije mladih [Undergraduate thesis]. Split: University of Split, Faculty of Humanities and Social Sciences; 2020 [cited 2024 December 27] Available at: https://urn.nsk.hr/urn:nbn:hr:172:637647

L. Grubišić, "#Instabuy: sociološko istraživanje utjecaja Instagrama na preferencije mladih", Undergraduate thesis, University of Split, Faculty of Humanities and Social Sciences, Split, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:172:637647

Metadata
Title#Instabuy: sociološko istraživanje utjecaja Instagrama na preferencije mladih
Title (english)#Instabuy: sociological research of Instagram influence on youth preferences
AuthorLidija Grubišić
MentorMarija Lončar (mentor)
Committee memberSanja Stanić (predsjednik povjerenstva)
Committee memberMarija Lončar (član povjerenstva)
Committee memberZorana Šuljug Vučica (član povjerenstva)
GranterUniversity of Split
Faculty of Humanities and Social Sciences
(Department of Sociology)
Split
Defense date and country2020-09-23, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Sociology
Abstract
Unatoč popularnosti Instagrama, do danas se malo istraživanja usredotočilo na ovu društvenu mrežu, pa sam ovim istraživanjem nastojala doprinijeti razumijevanju ove društvene mreže, influencera i kako oni utječu na ljude koji se na njoj nalaze, barem u Splitu. U istraživanju je sudjelovalo 380 (N=380) punoljetnih mladih Splićana s ciljem ispitivanja njihove aktivnosti na Instagramu (koliko učestalo koriste Instagram i koje profile najviše prate) i utjecaja influencera na preferencije mladih (utječu li objave influencera na odabir njihove kupovine, razlike u praćenju/utjecaju influencera s obzirom na strukturalna obilježja). Podaci su prikupljeni online anketom i obrađeni u SPSS računalnom programu. Neki od rezultata pokazali su da korisnici dnevno provode najviše 1h – 3h na Instagramu i kako ne smatraju da su ovisni o njemu. Žene češće prate influencere od muškaraca i kupuju proizvode prema njihovoj preporuci, a osobe koje su završile srednju školu u većoj mjeri kupuju preko popusta/promo koda od osoba sa završenim akademskim stupnjem.
Abstract (english)
Despite the popularity of Instagram, to date little research has focused on this social network, so with this research I tried to contribute to understanding this social network, influencers and how they affect the people who are on it, at least in Split. The study involved 380 (N = 380) adult young people from Split with the aim of examining their activity on Instagram (how often they use Instagram and which profiles they follow the most) and the influence of influencers on youth preferences (whether influencers' influence on their purchase choices, influence of influencers with regard to structural features). Data were collected through an online survey and processed in an SPSS computer program. Some of the results showed that users spend a maximum of 1h - 3h a day on Instagram and that they do not consider themselves dependent on it. Women are more likely to follow influencers than men and buy products on their recommendation, and high school graduates are more likely to buy through a discount / promo code than people with a degree.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:172:637647
Study programmeTitle: Sociology
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/ prvostupnica (baccalaureus/ baccalaurea) sociologije (sveučilišni/a prvostupnik/ prvostupnica (baccalaureus/ baccalaurea) sociologije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2021-02-12 10:26:45