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master's thesis
Mobilni marketing i kupovno ponašanje generacije Z
Dubrovnik: University of Dubrovnik, 2021. urn:nbn:hr:155:426018
Nižić, Zdenka
University of Dubrovnik
Faculty of Economics and Business

Institutional repository: Repository of the University of Dubrovnik

Cite this document

Nižić, Z. (2021). Mobilni marketing i kupovno ponašanje generacije Z (Master's thesis). Dubrovnik: University of Dubrovnik. Retrieved from https://urn.nsk.hr/urn:nbn:hr:155:426018

Nižić, Zdenka. "Mobilni marketing i kupovno ponašanje generacije Z." Master's thesis, University of Dubrovnik, 2021. https://urn.nsk.hr/urn:nbn:hr:155:426018

Nižić, Zdenka. "Mobilni marketing i kupovno ponašanje generacije Z." Master's thesis, University of Dubrovnik, 2021. https://urn.nsk.hr/urn:nbn:hr:155:426018

Nižić, Z. (2021). 'Mobilni marketing i kupovno ponašanje generacije Z', Master's thesis, University of Dubrovnik, accessed 04 November 2024, https://urn.nsk.hr/urn:nbn:hr:155:426018

Nižić Z. Mobilni marketing i kupovno ponašanje generacije Z [Master's thesis]. Dubrovnik: University of Dubrovnik; 2021 [cited 2024 November 04] Available at: https://urn.nsk.hr/urn:nbn:hr:155:426018

Z. Nižić, "Mobilni marketing i kupovno ponašanje generacije Z", Master's thesis, University of Dubrovnik, Dubrovnik, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:155:426018

Metadata
TitleMobilni marketing i kupovno ponašanje generacije Z
Title (english)Mobile Marketing and Geneneration Z Purchasing Behaviour
AuthorZdenka Nižić
MentorIvana Pavlić (mentor)
Committee memberBarbara Puh (predsjednik povjerenstva)
Committee memberMatea Matić Šošić (član povjerenstva)
GranterUniversity of Dubrovnik
(Faculty of Economics and Business)
Dubrovnik
Defense date and country2021-07-12, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Diplomski rad prikazuje osnovne karakteristike potrošačkog ponašanja generacijskih skupina s posebnim naglaskom na generaciju „Z“ te primjenu mobilnog marketinga. Predmet istraživanja je utvrditi utjecaj mobilnih uređaja i mobilnog marketinga na donošenje odluke o kupnji potrošača generacije „Z“. Cilj rada je istražiti navike potrošača generacije „Z“ prilikom korištenja mobilnih uređaja te koliko ih svakodnevno susretanje sa pojedinim alatima mobilnog marketinga potiče na kupnju. U empirijskom dijelu rada, provedeno je primarno istraživanje u kojem se istražuje namjera ponašanja potrošača u odnosu na varijable koje su postavljene u hipotezama rada.
Abstract (english)
Main theme of this paper are the basic characteristics of generational consumer behaviour, with emphasis on Generation „Z“ and mobile marketing usage. This paper researches influence of mobile devices and mobile marketing on making buying decisions of consumers Generation „Z“. The aim of this paper is to investigate habits of generation „Z“ consumers while using mobile devices, and how does daily encounter with certain mobile marketing tools affect their buying decisions. The primary research investigates behaviour intention to the set of variables that are defined in this papers hypothesis.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:155:426018
Study programmeTitle: Business Economics; specializations in: Tourism, Marketing, International Trade, IT Management
Course: Marketing
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra poslovne ekonomije (magistar/magistra poslovne ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Public note4214
Created on2021-09-06 08:08:52