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undergraduate thesis
MOBILNO OGLAŠAVANJE: STAVOVI POTROŠAČA I NAMJERA KUPOVINE
završni rad
2020. urn:nbn:hr:124:322381
Novokmet, Mario
University of Split
Faculty of economics Split

Cite this document

Novokmet, M. (2020). MOBILNO OGLAŠAVANJE: STAVOVI POTROŠAČA I NAMJERA KUPOVINE : završni rad (Undergraduate thesis). Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:322381

Novokmet, Mario. "MOBILNO OGLAŠAVANJE: STAVOVI POTROŠAČA I NAMJERA KUPOVINE : završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2020. https://urn.nsk.hr/urn:nbn:hr:124:322381

Novokmet, Mario. "MOBILNO OGLAŠAVANJE: STAVOVI POTROŠAČA I NAMJERA KUPOVINE : završni rad." Undergraduate thesis, University of Split, Faculty of economics Split, 2020. https://urn.nsk.hr/urn:nbn:hr:124:322381

Novokmet, M. (2020). 'MOBILNO OGLAŠAVANJE: STAVOVI POTROŠAČA I NAMJERA KUPOVINE : završni rad', Undergraduate thesis, University of Split, Faculty of economics Split, accessed 10 August 2022, https://urn.nsk.hr/urn:nbn:hr:124:322381

Novokmet M. MOBILNO OGLAŠAVANJE: STAVOVI POTROŠAČA I NAMJERA KUPOVINE : završni rad [Undergraduate thesis]. Split: University of Split, Faculty of economics Split; 2020 [cited 2022 August 10] Available at: https://urn.nsk.hr/urn:nbn:hr:124:322381

M. Novokmet, "MOBILNO OGLAŠAVANJE: STAVOVI POTROŠAČA I NAMJERA KUPOVINE : završni rad", Undergraduate thesis, University of Split, Faculty of economics Split, Split, 2020. Available at: https://urn.nsk.hr/urn:nbn:hr:124:322381

Metadata
TitleMOBILNO OGLAŠAVANJE: STAVOVI POTROŠAČA I NAMJERA KUPOVINE : završni rad
AuthorMario Novokmet
MentorIvana Kursan Milaković (mentor)
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2020-08, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Glavna svrha ovog rada bila je istražiti povezanost stavova potrošača i namjere kupovine u kontekstu mobilnog oglašavanja. Glavna metoda za provedbu istraživanja bilo je anketiranje u online formi koje se provelo u srpnju 2020. godine na 92 ispitanika. Kod ispitanika je bilo više osoba ženskog spola, a najzastupljenija dobna skupina je bila od ona od 18 do 25 godina. Rezultati istraživanja pokazuju da postoje razlike prema mobilnom oglašavanju obzirom na spol, odnosno da je ženski spol nešto skloniji ovom obliku oglašavanja. Također je utvrđeno da ispitanici imaju uglavnom neutralne do blago pozitivne stavove prema mobilnom oglašavanju, dok oni s pozitivnim stavovima pokazuju namjeru kupovine oglašenih proizvoda. Rad ima i određene implikacije za praksu koje su objašnjene na kraju rada zajedno sa zaključcima, ograničenjima i preporukama za buduća istraživanja.
Abstract (english)
The main purpose of this paper was to explore the influence of consumer attitudes on purchasing intention in the context of mobile advertising. The main method used was online survey that was carried out in July 2020 encompassing 92 respondents. The convenience sample consisted mainly of female consumers, while the most common age group was the one between 18 to 25 years old. The research results show that there are differences towards mobile advertising with respect to gender. Namely, female respondents are slightly more prone to this type of advertising. Furthermore, it was determined that the respondents hold mainly neutral to slightly positive attitudes towards mobile advertising, while those with the positive attitudes show the inclination towards purchasing intention. This study has also marketing implications that were elaborated at the end of the paper along with the conclusions, limitations and future research directions.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:322381
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 conditionsOpen access
Terms of useLicence In copyright icon
Created on2020-08-20 10:00:45