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master's thesis
UTJECAJ DRUŠTVENIH MREŽA NA PONAŠANJE POTROŠAČA
Diplomski rad
2021. urn:nbn:hr:124:716213
Tomas, Nila
University of Split
Faculty of economics Split

Cite this document

Tomas, N. (2021). UTJECAJ DRUŠTVENIH MREŽA NA PONAŠANJE POTROŠAČA : Diplomski rad (Master's thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:716213

Tomas, Nila. "UTJECAJ DRUŠTVENIH MREŽA NA PONAŠANJE POTROŠAČA : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2021. https://urn.nsk.hr/urn:nbn:hr:124:716213

Tomas, Nila. "UTJECAJ DRUŠTVENIH MREŽA NA PONAŠANJE POTROŠAČA : Diplomski rad." Master's thesis, University of Split, Faculty of economics Split, 2021. https://urn.nsk.hr/urn:nbn:hr:124:716213

Tomas, N. (2021). 'UTJECAJ DRUŠTVENIH MREŽA NA PONAŠANJE POTROŠAČA : Diplomski rad', Master's thesis, University of Split, Faculty of economics Split, accessed 03 December 2024, https://urn.nsk.hr/urn:nbn:hr:124:716213

Tomas N. UTJECAJ DRUŠTVENIH MREŽA NA PONAŠANJE POTROŠAČA : Diplomski rad [Master's thesis]. Split: University of Split, Faculty of economics Split; 2021 [cited 2024 December 03] Available at: https://urn.nsk.hr/urn:nbn:hr:124:716213

N. Tomas, "UTJECAJ DRUŠTVENIH MREŽA NA PONAŠANJE POTROŠAČA : Diplomski rad", Master's thesis, University of Split, Faculty of economics Split, Split, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:124:716213

Metadata
TitleUTJECAJ DRUŠTVENIH MREŽA NA PONAŠANJE POTROŠAČA : Diplomski rad
AuthorNila Tomas
MentorBiljana Crnjak-Karanović (mentor)
MBZ: 115860
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2021-09, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Pojava interneta doprinijela je uspostavljanju neprekidne, dugotrajnije, cjelovitije, transparentnije i učinkovitije komunikacije, kako između samih potrošača, tako i između potrošača i poslovnih organizacija. Većina dosadašnjih istraživanja pokazuje da korištenje interneta i društvenih mreža mijenja suvremeni trend ponašanja potrošača, čemu svjedoči i ovaj rad. Svrha ovog rada bila je istražiti utjecaj društvenih mreža na proces donošenja odluke o kupnji. Dodatno, istražio se utjecaj influencera i njihovih objava na ispitanike. Značaj je bio stavljen i na utvrđivanju vjerodostojnosti informacija prisutnih na društvenim mrežama u odnosu na prisustvo istih u tradicionalnim medijima. Anketa na prigodnom uzorku od 100 ispitanika, od kojih svi borave na područjima Hrvatske, provedena je kako bi se saznalo utječe li i koliko na njih korištenje društvenih mreža i koju ulogu ima u njihovom procesu donošenja odluke o kupnji. Nalazi istraživanja pokazuju da se utjecaj društvenih mreža razlikuje prema različitim fazama procesa. Rezultati istraživanja su pokazali da društvene mreže imaju značajan utjecaj pri traženju informacija i procjeni alternativa, dok na spoznaju potrebe, odluku o kupnji i poslije-kupovnom ponašanju taj značaj opada. Rezultati istraživanja su također pokazali i da ispitanici preferiraju društvene medije u odnosu na tradicionalne te ih ujedno smatraju i pouzdanijim izvorom informacija.
Abstract (english)
The advent of the Internet has contibuted to the establishment of continous, long-lasting, complete, transparent and efficient communications, both between consumers themselves and between consumers and the business organizations. Most of conducted research shows that the use of the Internet and social networks is changing the current trend of consumer behaviour, as evidenced by this paper. The purpose of this paper was to investigate the impact of social networks on the consumer decision making process. In addition, it was investigated the impact of inluencers and their posts on social networks. Also credibility of information on social networks in relation to traditional media was investigated. A survey based on a convenient sample of 100 respondents, all of them are residents of Croatia, was conducted to find out if and to what extent they are affected by social networks and what role they play in their decision making process. The results of the research showed that social networks have a significant impact when searching information and comparing alternative options, while in the phases of need recognition, purchase decision and on post-purchase behavior this significance decreases. The results of the research also showed that the respondents prefer social media to traditional media and at the same time consider it to be more reliable source of information.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:716213
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 conditionsAccess restricted to students and staff of home institution
Terms of useLicence In copyright icon
Created on2021-11-03 10:53:13