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master's thesis
NATIVNO OGLAŠAVANJE: STAVOVI POTROŠAČA I FAZE PERCEPTIVNOG PROCESA
Diplomski rad
2018. urn:nbn:hr:124:142438
Barišić, Petra
University of Split
Faculty of economics Split

Cite this document

Barišić, P. (2018). NATIVNO OGLAŠAVANJE: STAVOVI POTROŠAČA I FAZE PERCEPTIVNOG PROCESA : Diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:142438

Barišić, Petra. "NATIVNO OGLAŠAVANJE: STAVOVI POTROŠAČA I FAZE PERCEPTIVNOG PROCESA : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2018. https://urn.nsk.hr/urn:nbn:hr:124:142438

Barišić, Petra. "NATIVNO OGLAŠAVANJE: STAVOVI POTROŠAČA I FAZE PERCEPTIVNOG PROCESA : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2018. https://urn.nsk.hr/urn:nbn:hr:124:142438

Barišić, P. (2018). 'NATIVNO OGLAŠAVANJE: STAVOVI POTROŠAČA I FAZE PERCEPTIVNOG PROCESA : Diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 27 December 2024, https://urn.nsk.hr/urn:nbn:hr:124:142438

Barišić P. NATIVNO OGLAŠAVANJE: STAVOVI POTROŠAČA I FAZE PERCEPTIVNOG PROCESA : Diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2018 [cited 2024 December 27] Available at: https://urn.nsk.hr/urn:nbn:hr:124:142438

P. Barišić, "NATIVNO OGLAŠAVANJE: STAVOVI POTROŠAČA I FAZE PERCEPTIVNOG PROCESA : Diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2018. Available at: https://urn.nsk.hr/urn:nbn:hr:124:142438

Metadata
TitleNATIVNO OGLAŠAVANJE: STAVOVI POTROŠAČA I FAZE PERCEPTIVNOG PROCESA : Diplomski rad
AuthorPetra Barišić
MentorMirela Mihić (mentor)
MBZ: 220980
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2018-10, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Nativno oglašavanje zauzima sve veći značaj u marketinškom oglašavanju. Problem istraživanja rada je uloga nativnog oglašavanja u svijesti potrošača i značaj za ponašanje potrošača, a glavni cilj bio je utvrditi stavove potrošača prema nativnim oglasima, usporediti ih sa klasičnim „banner“ oglasima, te istražiti utjecaj nativnih oglasa za svaku od faza u percepciji, tj. perceptivnom procesu. Temeljem problema i cilja rada, postavljene su hipoteze koje se navode u radu. Rezultati istraživanja pokazali su da potrošači imaju pozitivan stav prema nativnom oglašavanju. Usporedba stavova prema nativnom i klasičnom oglašavanju, rezultiralo je pozitivnijim stavom prema nativnom oglašavanju. Rezultati su također pokazali da nativno oglašavanje ima najveći značaj u fazi izloženosti perceptivnog procesa.
Abstract (english)
Native advertising takes on increasing importance in marketing advertising. The problem of research is the role of native advertising in consumer awareness and the importance of consumer behavior, and the main aim was to identify consumer attitudes to native ads, compare them with tradicional banner ads, and explore the impact of native ads for each phase in perception ie. perceptual process. Based on the problem and the aim of the thesis, the hypotheses mentioned in the thesis have been placed. Research findings showed that consumers have a positive attitude towards native advertising. Comparing attitudes to native and tradicional ads has resulted a more positive attitude towards native advertising. The results also showed that native advertising has the greatest significance in the stage of exposure in the perceptual process.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:142438
Study programmeTitle: Business Studies
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2018-11-20 11:24:01