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master's thesis
Marketing i osobni podaci - novi uvidi u interakcije između brendova i potrošača
Zagreb: University of Zagreb, Faculty of Croatian Studies, 2023. urn:nbn:hr:111:489860
Barać, Karla
University of Zagreb
Faculty of Croatian Studies
Department of Communication Sciences

Institutional repository: Repository of University of Zagreb, Centre for Croatian Studies

Cite this document

Barać, K. (2023). Marketing i osobni podaci - novi uvidi u interakcije između brendova i potrošača (Master's thesis). Zagreb: University of Zagreb, Faculty of Croatian Studies. Retrieved from https://urn.nsk.hr/urn:nbn:hr:111:489860

Barać, Karla. "Marketing i osobni podaci - novi uvidi u interakcije između brendova i potrošača." Master's thesis, University of Zagreb, Faculty of Croatian Studies, 2023. https://urn.nsk.hr/urn:nbn:hr:111:489860

Barać, Karla. "Marketing i osobni podaci - novi uvidi u interakcije između brendova i potrošača." Master's thesis, University of Zagreb, Faculty of Croatian Studies, 2023. https://urn.nsk.hr/urn:nbn:hr:111:489860

Barać, K. (2023). 'Marketing i osobni podaci - novi uvidi u interakcije između brendova i potrošača', Master's thesis, University of Zagreb, Faculty of Croatian Studies, accessed 29 December 2024, https://urn.nsk.hr/urn:nbn:hr:111:489860

Barać K. Marketing i osobni podaci - novi uvidi u interakcije između brendova i potrošača [Master's thesis]. Zagreb: University of Zagreb, Faculty of Croatian Studies; 2023 [cited 2024 December 29] Available at: https://urn.nsk.hr/urn:nbn:hr:111:489860

K. Barać, "Marketing i osobni podaci - novi uvidi u interakcije između brendova i potrošača", Master's thesis, University of Zagreb, Faculty of Croatian Studies, Zagreb, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:111:489860

Metadata
TitleMarketing i osobni podaci - novi uvidi u interakcije između brendova i potrošača
Title (english)Data-driven marketing: new insights into the brand-customer interactions
AuthorKarla Barać
MentorDanijel Labaš (mentor)
MentorStipan Rimac (sumentor)
Committee memberLana Ciboci Perša (predsjednik povjerenstva)
Committee memberDražen Maleš (član povjerenstva)
Committee memberStipan Rimac (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Croatian Studies
(Department of Communication Sciences)
Zagreb
Defense date and country2023-09-19, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Information and Communication Sciences
Communicology
Abstract
Rad se bavi marketingom osobnih podataka koji se danas sve više primjenjuje u različitim industrijama. Njegova je specifičnost ta što se temelji na osobnim podacima potrošača koji se prikupljaju preko uređaja, web posjeta i raznih transakcija te s vremenom postaju veliki podaci, odnosno big data. Upravo iz te specifičnosti ove grane marketinga proizlaze problemi s njenom implementacijom, ali i vidljive koristi za tvrtku, ako je implementacija uspješna. Rad se, osim prednostima i poteškoćama pri implementaciji marketinga osobnih podataka, bavi i etičkim implikacijama ovog pristupa u marketingu. Istražuje se gdje su granice legalne uporabe tuđih osobnih podataka te koji zakoni štite potrošača. U središtu rada su sami potrošači i njihovo viđenje interakcije s brendovima te karakteristike same interakcije, a cilj je otkriti kolika je razina povjerenja mladih potrošača prema brendovima te koliko su informirani o načinu upotrebe njihovih osobnih podataka. U sklopu rada provedeno je kvantitativno istraživanje anketom na studentskoj populaciji, a cilj je ispitati upućenost mladih u pozitivne i negativne posljedice ostavljanja osobnih podataka brendovima te njihovu percepciju same interakcije s brendovima.
Abstract (english)
The main topic of this paper is data-driven marketing, which is implemented in various types of industries today. Its specificity is that it is based on customers' data which is collected through devices, website visits, and various transactions which makes those data become big data over time. As a result, precisely from that specificity of this marketing field, come problems with its implementation. However, there are also visible benefits for the company, if the implementation was successful. The paper is both about advantages and obstacles that occur during the implementation of data-driven marketing and about the ethics of that same implementation. Legal boundaries around the use of other people's data and laws which protect consumers have been examined. At the center of this paper are the consumers themselves and their perception of interaction with brands, and also the characteristics of that interaction. Moreover, the goal of the paper is to examine the trust level of young consumers toward brands and how informed they are about the ways their data are being used. As a part of this paper, quantitative research via questionnaire has been conducted on the student population. Its objective is to examine young people's familiarity with both positive and negative outcomes of giving their data to brands, and their perception of the interaction with brands.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:111:489860
Study programmeTitle: Department of Communication Studies
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra komunikologije (magistar/magistra komunikologije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-09-25 10:24:17