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master's thesis
PRIKRIVENO OGLAŠAVANJE I NJEGOV UTJECAJ NA PONAŠANJE POTROŠAČA
Završni rad
2021. urn:nbn:hr:124:601040
Borčić, Martina
University of Split
Faculty of economics Split

Cite this document

Borčić, M. (2021). PRIKRIVENO OGLAŠAVANJE I NJEGOV UTJECAJ NA PONAŠANJE POTROŠAČA : Završni rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:601040

Borčić, Martina. "PRIKRIVENO OGLAŠAVANJE I NJEGOV UTJECAJ NA PONAŠANJE POTROŠAČA : Završni rad." Master's thesis, University of Split, Faculty of economics Split, 2021. https://urn.nsk.hr/urn:nbn:hr:124:601040

Borčić, Martina. "PRIKRIVENO OGLAŠAVANJE I NJEGOV UTJECAJ NA PONAŠANJE POTROŠAČA : Završni rad." Master's thesis, University of Split, Faculty of economics Split, 2021. https://urn.nsk.hr/urn:nbn:hr:124:601040

Borčić, M. (2021). 'PRIKRIVENO OGLAŠAVANJE I NJEGOV UTJECAJ NA PONAŠANJE POTROŠAČA : Završni rad', Master's thesis, University of Split, Faculty of economics Split, accessed 20 February 2025, https://urn.nsk.hr/urn:nbn:hr:124:601040

Borčić M. PRIKRIVENO OGLAŠAVANJE I NJEGOV UTJECAJ NA PONAŠANJE POTROŠAČA : Završni rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2021 [cited 2025 February 20] Available at: https://urn.nsk.hr/urn:nbn:hr:124:601040

M. Borčić, "PRIKRIVENO OGLAŠAVANJE I NJEGOV UTJECAJ NA PONAŠANJE POTROŠAČA : Završni rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:124:601040

Metadata
TitlePRIKRIVENO OGLAŠAVANJE I NJEGOV UTJECAJ NA PONAŠANJE POTROŠAČA : Završni rad
AuthorMartina Borčić
MentorMirela Mihić (mentor)
MBZ: 220980
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2021-04, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Tema ovog rada je Prikriveno oglašavanje i njegov utjecaj na ponašanje potrošača i radom se daje teorijski uvid u prikriveno oglašavanje. Prikriveno oglašavanje se koristi već dugi niz godina te se pokazalo uspješnim načinom oglašavanja. Najčešće se javlja u filmovima, serijama i na društvenim mrežama. Prisutna je stalna izloženost prikrivenom oglašavanju koje korisnici često nisu svjesni. Empirijskim istraživanjem su potkrijepljena teoretska objašnjenja putem rezultata dobivenih anketiranjem ispitanika. Provedenim istraživanjem se pokazuje znanje i stav potrošača o prikrivenom oglašavanju te utjecaj prikrivenog oglašavanja na odluke o kupovini. Pokazalo se da potrošači misle da su upoznati s prikrivenim oglašavanjem, ali ga ne znaju uvijek prepoznati te dolazi do miješanja prikrivenog sa klasičnim oglašavanjem. Ti rezultati kao posljedicu nose pozitivan stav potrošača o prikrivenom oglašavanju, iako se mnogi stručnjaci ne slažu s tim te smatraju da je prikriveno oglašavanje etički neprihvatljivo i manipulativno.
Abstract (english)
The theme of this graduate thesis is Product placement and its impact on consumer behavior and it presented the theoretical insight into this theme. Product placement is in use for many years and it is a very successful way of advertising. It appears in movies, series and social media often. People are constantly exposed to product placement and they are not aware of it. Empirical research supports theoretical explanations through results obtained by random sampling. Research about public opinion of product placement has been conducted and it shows consumer knowledge and attitude about it and its impact on their purchase decision. The conclusion tells us that consumers think they are informed about product placement but they are not fully capable of visually recognizing product placement. Because of that, it comes to mixing product placement and classic advertising. Those results lead to a positive attitude about product placement although many experts in that area disagree about it and think that product placement is ethically unacceptable and manipulative.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:601040
Study programmeTitle: GRADUATE PROFESSIONAL PROGRAMME IN MANAGEMENT; specializations in: Project management, Financial and tax management, Accounting and revision, Tax management, Accounitng
Course: Project management
Study programme type: professional
Study level: specialist graduate
Academic / professional title: stručni/a specijalist/specijalistica ekonomije (stručni/a specijalist/specijalistica ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2021-09-29 11:42:05