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undergraduate thesis
ULOGA DRUŠTVENIH MREŽA U KUPOVNOM PONAŠANJU GENERACIJE Z
Završni rad
2020. urn:nbn:hr:124:437911
Buljac, Mirna
University of Split
Faculty of economics Split

Cite this document

Buljac, M. (2020). ULOGA DRUŠTVENIH MREŽA U KUPOVNOM PONAŠANJU GENERACIJE Z : Završni rad (Undergraduate thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:437911

Buljac, Mirna. "ULOGA DRUŠTVENIH MREŽA U KUPOVNOM PONAŠANJU GENERACIJE Z : Završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2020. https://urn.nsk.hr/urn:nbn:hr:124:437911

Buljac, Mirna. "ULOGA DRUŠTVENIH MREŽA U KUPOVNOM PONAŠANJU GENERACIJE Z : Završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2020. https://urn.nsk.hr/urn:nbn:hr:124:437911

Buljac, M. (2020). 'ULOGA DRUŠTVENIH MREŽA U KUPOVNOM PONAŠANJU GENERACIJE Z : Završni rad', Undergraduate thesis, University of Split, Faculty of economics Split, accessed 02 December 2024, https://urn.nsk.hr/urn:nbn:hr:124:437911

Buljac M. ULOGA DRUŠTVENIH MREŽA U KUPOVNOM PONAŠANJU GENERACIJE Z : Završni rad [Undergraduate thesis]. Split: University of Split, Faculty of economics Split; 2020 [cited 2024 December 02] Available at: https://urn.nsk.hr/urn:nbn:hr:124:437911

M. Buljac, "ULOGA DRUŠTVENIH MREŽA U KUPOVNOM PONAŠANJU GENERACIJE Z : Završni rad", Undergraduate thesis, University of Split, Faculty of economics Split, Split, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:124:437911

Metadata
TitleULOGA DRUŠTVENIH MREŽA U KUPOVNOM PONAŠANJU GENERACIJE Z : Završni rad
AuthorMirna Buljac
MentorDaša Dragnić (mentor)
MBZ: 339135
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2020-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Generacija Z čini sve veći udio potrošača, naime 2021. godine čak 40% svih potrošača su pripadnici već spomenute generacije a njihova potrošačka moć je procijenjena na 44 milijarde dolara godišnje, sa tendecijom rasta. Generacija Z je poznata i kao Internet generacija koja većinu svog vremena provodi na svojim pametnim telefonima i društvenim mrežama. Tema ovog rada je utvrđivanje uloge koju društvene mreže imaju na kupovno ponašanje generacije Z. Obrađen je teorijski dio gdje su pojašnjeni pojmovi potrošačkog ponašanja, društvenih mreža te obilježja generacije Z i njihove kupovne navike. Također, provedena je anketa na odabranim uzorkom da bi se utvrdilo koje društvene mreže mladi koriste najviše te koliki zapravo utjecaj imaju na njihovo ponašanje prilikom kupovine. Nakon provedenog sitraživanja donesen je zaključak da društvene mreže utječu na kupovno ponašanje pripadnika ove generacije ali ne u značajnoj mjeri. Odnosno, promotivni sadržaji i napor tvrtki te influencera ne utječe toliko na kupovne navike ove generacije koliko iskustva i recenzije drugih korisnika.
Abstract (english)
Members of Generation Z make up an increasing share of consumers. Namely in 2021, as many as 40% of all consumers are members of the already mentioned generation and their consumer power is estimated at $ 44 billion a year, with a growth trend. Generation Z is also known as the Internet generation that spends most of its time on their smartphones and social networks. The topic of this paper is to determine the role that social networks have in the shopping behavior of generation Z. The theoretical part is explained where the concepts of consumer behavior, social network and characteristics of generation Z and their shopping habits are explained. Also, a survey was conducted on a selected sample to determine which social networks members of Gen Z use the most and how much it actually have an impact on their shopping behavior. After conducting a survey, it was concluded that social networks influence the purchasing behavior of members of this generation, but not to a significant extent. That is, the promotional content and effort of companies and influencers does not affect the shopping habits of this generation as much as the experiences and reviews of other users.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:437911
Study programmeTitle: Tourism Operations
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (stručni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
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Created on2021-09-16 12:46:24