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undergraduate thesis
Istraživanje ponašanja korisnika na Youtube platformi: Značaj “Velikih Pet“ karakteristika osobnosti
2023. urn:nbn:hr:124:510409
Petričević, Marija
University of Split
Faculty of economics Split

Cite this document

Petričević, M. (2023). Istraživanje ponašanja korisnika na Youtube platformi: Značaj “Velikih Pet“ karakteristika osobnosti (Undergraduate thesis). Split: University of Split, Faculty of economics Split. Retrieved from https://urn.nsk.hr/urn:nbn:hr:124:510409

Petričević, Marija. "Istraživanje ponašanja korisnika na Youtube platformi: Značaj “Velikih Pet“ karakteristika osobnosti." Undergraduate thesis, University of Split, Faculty of economics Split, 2023. https://urn.nsk.hr/urn:nbn:hr:124:510409

Petričević, Marija. "Istraživanje ponašanja korisnika na Youtube platformi: Značaj “Velikih Pet“ karakteristika osobnosti." Undergraduate thesis, University of Split, Faculty of economics Split, 2023. https://urn.nsk.hr/urn:nbn:hr:124:510409

Petričević, M. (2023). 'Istraživanje ponašanja korisnika na Youtube platformi: Značaj “Velikih Pet“ karakteristika osobnosti', Undergraduate thesis, University of Split, Faculty of economics Split, accessed 06 April 2025, https://urn.nsk.hr/urn:nbn:hr:124:510409

Petričević M. Istraživanje ponašanja korisnika na Youtube platformi: Značaj “Velikih Pet“ karakteristika osobnosti [Undergraduate thesis]. Split: University of Split, Faculty of economics Split; 2023 [cited 2025 April 06] Available at: https://urn.nsk.hr/urn:nbn:hr:124:510409

M. Petričević, "Istraživanje ponašanja korisnika na Youtube platformi: Značaj “Velikih Pet“ karakteristika osobnosti", Undergraduate thesis, University of Split, Faculty of economics Split, Split, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:124:510409

Metadata
TitleIstraživanje ponašanja korisnika na Youtube platformi: Značaj “Velikih Pet“ karakteristika osobnosti
Title (english)Investigation of user behavior on the YouTube platform: The significance of the "Big Five" personality characteristics
AuthorMarija Petričević
MentorIvana Kursan Milaković (mentor)
GranterUniversity of Split
Faculty of economics Split
Split
Defense date and country2023-09-18, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Osnovni cilj ovog rada bio je utvrditi povezanost „velikih pet“ karakteristika osobnosti (otvorenost prema iskustvu, savjesnost, ekstraverzija, ugodnost i neuroticizam) s ponašanjem korisnika generacija Y i Z na YouTube platformi. Ponašanja koja se istražuju su prosječno vrijeme gledanja, vrsta sadržaja koji se konzumira, angažman (učestalost komentiranja, preplaćivanja na kanale i ostavljanja reakcija), cilj korištenja platforme, sklonost stvaranju vlastitog sadržaja, sklonost kupnji i namjera... More kupnje oglašavanih, sponzoriranih i povezanih proizvoda i usluga. Rezultati istraživanja pokazali su da su da najveći značaj za ponašanje potrošača ima savjesnost koja je negativno povezana s prosječnim vremenom gledanja, ciljem distrakcije i učestalošću pretplaćivanja, a zatim slijedi otvorenost prema iskustvu i ekstraverzija za koju je utvrđena slaba i negativna veza sa učestalošću pretplaćivanja na YouTube kanale. Za ugodnost i neuroticizam nisu pronađene statistički značajne korelacije sa ponašanjima koja su se istraživala. Doprinos ovog rada je u pridavanju važnosti karakteristikama osobnosti prilikom analize ponašanja korisnika društvenih mreža. Rad implicira da poznavanje obilježja korisnika, odnosno kupaca, dovodi do razumijevanja korisničkih potreba, čime se stvara prostor za efikasno oblikovanje marketinških strategija. Less
Abstract (english)
The main goal of this paper was to determine the significance of the "Big Five" personality characteristics (openness to experience, conscientiousness, extraversion, agreeableness, and neuroticism) with the behavior of users of generations Y and Z on the YouTube platform. Consumer behavior encompassed average daily watch time, type of content consumed, engagement (frequency of commenting, subscribing to channels, and liking/ disliking the videos), the purpose of using the platform, the... More propensity to create own content, the propensity to purchase, and intent to purchase advertised, sponsored and related products and services. The research results show that conscientiousness, which is negatively related to average watch time, aim of distraction and subscription frequency, has the greatest significance for consumer behavior, followed by openness to experience and extraversion, which is weakly and negatively related to the frequency of subscriptions. No statistically significant correlations were found for agreeableness and neuroticism with the investigated behaviors. The contribution of this work lies in giving importance to personality characteristics when analyzing the behavior of social network users. The work implies that knowing the characteristics of users, that is, customers, leads to understanding the needs of users, which creates space for effective design of marketing strategies. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:124:510409
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 authenticated users
Terms of useLicence In copyright icon
Created on2023-09-18 15:51:40
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