Komparativna analiza stavova o oglasima na Facebooku i Instagramu s obzirom na životnu dob korisnika te intenzitet korištenja društvenih mreža

master's thesis

• Title (english): Comparative analysis of attitudes about ads on Facebook and Instagram considering the users age and intensity of usage social media
• Author: Anđa Stipić
• Mentor: Goran Vlašić (mentor)
• Committee member: Zoran Krupka (predsjednik povjerenstva)
• Committee member: Sandra Horvat (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2019-09-23, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

U današnje vrijeme cijeli svijet je izložen velikom broju poruka i oglasa, te se iz mase poruka koje svakodnevno primamo malo njih zabilježi u sjećanju i vrlo je teško dobiti pažnju pojedinaca i potaknuti ih na kupnju nekog proizvoda ili korištenje usluge. Razvoj Interneta i društvenih mreža promijenio je svijet i način komunikacije, pa se tako i razne organizacije i poduzeća sve više koriste društvenim mrežama za oglašavanje. Budući da su društvene mreže doživjele veliku popularnost, danas je teško pronaći nekog marketinškog stručnjaka koji neće preporučiti korištenje društvenih mreža kao jednog od oblika oglašavanja. Od svih društvenih mreža u današnje vrijeme u Hrvatskoj, ali i u svijetu posebno se ističu Faceook i Instagram, kao društvene mreže na kojima se lako i jeftino može oglašavati, a ti oglasi dopiru do velikog broja korisnika, što čini veliku prednost za razliku od tradicionalnog oglašavanja. Postavlja se pitanje jesu li ti oglasi na ove dvije društvene mreže namijenjene dobrom ciljnom segmentu, te koji su stvarni stavovi potrošača o oglasima na ove dvije društvene mreže, za svaku posebno. Upravo zato se radi komparativna analiza stavova o oglasima na Facebooku i Instagramu s obzirom na životnu dob korisnika i intenzitet korištenja. Poseban naglasak stavljen je na stavove korisnika s obzirom na njihovu starost i intenzitet korištenja jedne odnosno obje društvene mreže. Razna istraživanja koja su do sada provedena, a odnose se na stavove o oglašavanju općenito, ali i oglašavanja na pojedinim društvenim mrežama pokazala su da su stavovi potrošača sve više negativni. U ovom istraživanju sudjelovali su korisnici Facebooka i Instagrama svih dobnih skupina, a intenzitet korištenja mjeren je za svaku društvenu mrežu posebno. Stavovi korisnika za svaku društvenu mrežu posebno mjereni su primarno kroz kognitivnu komponentu stava, a za mjerenje se koristila Likertova ljestvica od pet stupnjeva. Istraživanje je pokazalo da ispitanici imaju podjednake stavove o oglasima na Facebooku i Instagramu, većina ih smatra da su oglasi na obje društvene mreže dosadni, te da nemaju dobar ciljni segment, s tim da veći dio ispitanika koji koriste obje društvene mreže smatraju da je veća učinkovitost i bolja prodaja proizvoda i usluga od oglasa na Instagramu (62,6% ispitanika).

Abstract (english)

Nowadays, the whole world is exposed to a huge number of messages and ads, and from the mass of messages we receive daily few are remembered, and it is very difficult to get individual attention and encourage them to buy a product or use the service. The development of the Internet and social networks has changed the world and the way of communication, so different organizations and companies are increasingly using social advertising networks. Since social networks have experienced great popularity, it is difficult to find a marketing expert who will not recommend the usage of social networks as one of the forms of advertising. Of all the social networks used in Croatia, as well as in the world, Facebook and Instagram stand out as social networks where you can easily and cheaply advertise, and these ads reach to a large number of users, which makes a big advantage in contrast to traditional advertising. The question is whether these ads on these two social networks are intended for a good target segment, and what are the actual consumer attitudes on ads on these two social networks, for each particular. That is why a comparative analysis of advertisements on Facebook and Instagram is made with regard to the user's age and intensity of use. Particular emphasis was placed on users' attitudes regarding their age and the intensity of using one or both social networks. Various researches that have been conducted so far, relating to general advertising attitudes but also advertising on specific social networks have shown that consumers' attitudes are increasingly negative. In this survey, Facebook and Instagram users of all age groups participated, and the intensity of use was measured for each social network separately. The user's attitudes to each social network were specifically measured primarily through the cognitive component of the attitude, and the Likert scale of five degrees was used for the measurement. Research has shown that examinees share the same views on Facebook and Instagram ads, most of them think ads on both social networks are boring and do not have a good target segment, with the majority of examinees using both social networks believe that greater effectiveness and better sales of products and services (62.6% of respondents) are on Instagram.

• Keywords: Facebook; Instagram; stavovi o oglasima na Facebooku i Instagramu; životna dob; intenzitet korištenja
• Keywords (english): Facebook; Instagram; attitudes on Facebook and Instagram ads; age; intensity of use.
• Language: croatian
• URN:NBN: urn:nbn:hr:148:965312
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Repository: REPEFZG
• Created on: 2019-09-23 10:22:21