Title Utjecaj medija u formiranju potrošačkog ponašanja generacije Z Title (english) The influence of the media in the formation of consumer behavior of Generation Z Author Martina Šalig Mentor Dijana Vuković (mentor)Committee member Ante Rončević (predsjednik povjerenstva)Committee member Anica Hunjet (član povjerenstva)Committee member Dijana Vuković (član povjerenstva)Granter University North Defense date and country 2020-02-28, Croatia Scientific / art field, SOCIAL SCIENCES Abstract U ovom diplomskom radu prikazat će se utjecaj medija na potrošačko ponašanje pripadnika različitih generacija. Medijima i marketing stručnjacima je najzanimljivija nova generacija potrošača, a to je generacija Z. Toj generaciji pripadaju potrošači koji su rođeni od 1995.godine pa nadalje. To je generacija kojoj je svakodnevna upotreba tehnologije važna, a oni je koriste za rad, obrazovanje, druženje, komunikaciju i zabavu. Za pripadnike te generacije je važna mobilnost koju im tehnologija i Internet pružaju. Tradicionalni mediji su i dalje prisutni, ali sve sve više potrošača koji pripadaju raznim generacijama okreću novim vrstama medija i online komunikaciji. Potrošači su u svakom trenutku obasuti velikim brojem informacija zato je važno da sadržaj koji mediji kreiraju bude prilagođen njima. Razvojem društvenih mreža dolazi do pojave i razvoja influencera. To su osobe koje su popularne na društvenim mrežama i koje imaju veliki utjecaj na kreiranje ponašanja potrošača. Potrošači, a posebno pripadnici generacije Z svakodnevno prate influencere i spremni su kupovati proizvode koje oni posjeduju kako bi se osjećali popularnima. Tvrtke koje žele nastaviti dalje uspješno poslovati moraju biti aktivno uključene u praćenje promjena komunikacije s potrošačima do kojih dolazi razvojem tehnologije. Za kupce je važno da su tvrtke prisutne na društvenim mrežama kako bi se oni lakše i brže mogli informirati. Influenceri i tvrtke uspješno međusobno posluju jer proizvodi koji oni predstavljaju i posjeduju su kupcima najzanimljiviji. Razvoj medija i novih vrsta komunikacije ima prednosti, ali i nedostatke za potrošače jer su oni pod raznim utjecajima i često svoje potrošačke odluke donose na temelju pokazatelja koji su trenutno društveno prihvatljivi kao što su proizvodi koji su trenutno popularni među članovima društvenih mreža. Na kraju rada istraživanjem će prikazati moć koji influenceri imaju pri kreiranju mišljenja potrošača, utvrditi će se uloga društvenih mreža u svakodnevnom ponašanju generacije Z.
Abstract (english) This graduate thesis will show the impact of media on consumer behavior of members of different generations. Medias and marketing experts are the most interested in the new generation of consumers – „generation Z“. This generation includes consumers who were born in 1995 and beyond. This is generation that use technology daily, and they use It for work, education, socializing, communication and for entertainment. For the members of that generation, the mobility that technology and the Internet provide them is important. Traditional media is still present, but more and more consumers belonging to different generations are turning to new types of media and online communication. Consumers have access to wealth of information at all times, so it is important that content created by the media is tailored to them. With the development of social networks, influencers emerge and develop. These are people who are popular on social networks and have a great influence on consumer behavior creation. Consumers, and especially Generation Z consumers, follow influencers every day and they are ready to buy the products that influencers own to make them feel popular. Companies that want to continue to operate successfully, must be active in monitoring changes in communication with consumers as technology evolves. It is important for customers that companies are active on social networks so that they are more easily and quickly informed. Influencers and companies successfully doing business with each other because the product they represent and own, to customers, is most interesting. The development of media and new types of communication has both advantages and disadvantages for consumers, as they are under various influences and often make their consumer decisions based on indicators that are currently socially acceptable, such as products that are currently popular with members of social networks. At the end of thesis, the research will show the power that influencers have in creating consumer opinions, and the role of social networks in the daily use by Generation Z consumers.
Keywords
društveni mediji
proces donošenja kupovne odluke
ponašanje potrošača
generacija Z
životni stil
Keywords (english)
social media
the buying decision process
consumer behavior
generation Z
lifestyle
Language croatian URN:NBN urn:nbn:hr:122:239477 Study programme Title: Business Economics; specializations in: Tourism and International Trade Type of resource Text File origin Born digital Access conditions Open access Terms of use Created on 2020-03-24 14:08:45
