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undergraduate thesis
ZNAČAJ TEORIJE VELIKIH PET ČIMBENIKA OSOBNOSTI ZA STAVOVE POTROŠAČA PREMA VIDEO OGLAŠAVANJU
Završni rad
2021. urn:nbn:hr:124:760425
Barišić, Ana
University of Split
Faculty of economics Split

Cite this document

Barišić, A. (2021). ZNAČAJ TEORIJE VELIKIH PET ČIMBENIKA OSOBNOSTI ZA STAVOVE POTROŠAČA PREMA VIDEO OGLAŠAVANJU : Završni rad (Undergraduate thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:760425

Barišić, Ana. "ZNAČAJ TEORIJE VELIKIH PET ČIMBENIKA OSOBNOSTI ZA STAVOVE POTROŠAČA PREMA VIDEO OGLAŠAVANJU : Završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2021. https://urn.nsk.hr/urn:nbn:hr:124:760425

Barišić, Ana. "ZNAČAJ TEORIJE VELIKIH PET ČIMBENIKA OSOBNOSTI ZA STAVOVE POTROŠAČA PREMA VIDEO OGLAŠAVANJU : Završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2021. https://urn.nsk.hr/urn:nbn:hr:124:760425

Barišić, A. (2021). 'ZNAČAJ TEORIJE VELIKIH PET ČIMBENIKA OSOBNOSTI ZA STAVOVE POTROŠAČA PREMA VIDEO OGLAŠAVANJU : Završni rad', Undergraduate thesis, University of Split, Faculty of economics Split, accessed 19 April 2024, https://urn.nsk.hr/urn:nbn:hr:124:760425

Barišić A. ZNAČAJ TEORIJE VELIKIH PET ČIMBENIKA OSOBNOSTI ZA STAVOVE POTROŠAČA PREMA VIDEO OGLAŠAVANJU : Završni rad [Undergraduate thesis]. Split: University of Split, Faculty of economics Split; 2021 [cited 2024 April 19] Available at: https://urn.nsk.hr/urn:nbn:hr:124:760425

A. Barišić, "ZNAČAJ TEORIJE VELIKIH PET ČIMBENIKA OSOBNOSTI ZA STAVOVE POTROŠAČA PREMA VIDEO OGLAŠAVANJU : Završni rad", Undergraduate thesis, University of Split, Faculty of economics Split, Split, 2021. Available at: https://urn.nsk.hr/urn:nbn:hr:124:760425

Metadata
TitleZNAČAJ TEORIJE VELIKIH PET ČIMBENIKA OSOBNOSTI ZA STAVOVE POTROŠAČA PREMA VIDEO OGLAŠAVANJU : Završni rad
AuthorAna Barišić
MentorIvana Kursan Milaković (mentor)
MBZ: 350835
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
Glavni ciljevi ovog rada bili su utvrditi utjecaj ''velikih pet'' čimbenika osobnosti (ekstraverzija, ugodnost, savjesnost, emocionalna stabilnost, intelekt) na stavove potrošača prema video oglašavanju. Istraživanje se provelo putem online anketnog upitnika. Rezultati istraživanja su pokazali da samo neki od ''velikih pet'' čimbenika osobnosti imaju utjecaj na povoljne stavove potrošača prema video oglašavanju. Naime, utjecaj je slab, ali pozitivan, pri čemu najveći značaj za povoljne stavove prema video oglašavanju imaju ekstraverzija, te potom ugodnost i intelekt. Savjesnost i emocionalna stabilnost nisu značajno povezane sa stavovima prema video oglašavanju. Dobiveni rezultati doprinose teoriji ''velikih pet'' čimbenika osobnosti posebice u kontekstu video oglašavanja, te ujedno imaju i značajne praktične implikacije u pogledu kreiranja komunikacijske strategije bazirane na video kanalu/ima.
Abstract (english)
Main goals of this paper were to determine the influence of ‘’big five’’ personality traits (extraversion, agreeableness, conscientiousness, emotional stability, intellect) on the consumer attitudes towards video advertising. The research included online survey. Research results showed that only some of the ‘’big five’’ personality factors impact the favorable attitudes towards the video advertising. Namely, the impact is weak, but positive, whereas the strongest influence on attitudes towards video advertising is noticed for extraversion, followed by agreeableness and intellect. Conscientiousness and emotional stability do not have significant influence on positive attitudes towards video advertising. These results contribute to the ‘’big five’’ personality theory, especially from the aspect of video advertising and have also the practical implications in terms of communication strategy based on video channel(s).
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:760425
Study programmeTitle: Business Studies
Study programme type: university
Study level: undergraduate
Academic / professional title: sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije (sveučilišni/a prvostupnik/prvostupnica (baccalaureus/baccalaurea) ekonomije)
Type of resourceText
File originBorn digital
Access conditionsAccess restricted to students and staff of home institution
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Created on2021-12-01 18:35:38