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master's thesis
Uloga Instagrama u oglašavanju online trgovina
2024. urn:nbn:hr:137:432769
Balog, Marija
University of Pula
Faculty of economics and tourism "Dr. Mijo Mirković"

Cite this document

Balog, M. (2024). Uloga Instagrama u oglašavanju online trgovina (Master's thesis). Pula: University of Pula. Retrieved from https://urn.nsk.hr/urn:nbn:hr:137:432769

Balog, Marija. "Uloga Instagrama u oglašavanju online trgovina." Master's thesis, University of Pula, 2024. https://urn.nsk.hr/urn:nbn:hr:137:432769

Balog, Marija. "Uloga Instagrama u oglašavanju online trgovina." Master's thesis, University of Pula, 2024. https://urn.nsk.hr/urn:nbn:hr:137:432769

Balog, M. (2024). 'Uloga Instagrama u oglašavanju online trgovina', Master's thesis, University of Pula, accessed 11 January 2025, https://urn.nsk.hr/urn:nbn:hr:137:432769

Balog M. Uloga Instagrama u oglašavanju online trgovina [Master's thesis]. Pula: University of Pula; 2024 [cited 2025 January 11] Available at: https://urn.nsk.hr/urn:nbn:hr:137:432769

M. Balog, "Uloga Instagrama u oglašavanju online trgovina", Master's thesis, University of Pula, Pula, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:137:432769

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Metadata
TitleUloga Instagrama u oglašavanju online trgovina
Title (english)The role of Instagram in online store advertising
AuthorMarija Balog
MentorDragan Benazić (mentor)
Committee memberErik Ružić (predsjednik povjerenstva)
Committee memberDragan Benazić (član povjerenstva)
Committee memberDanijela Križman (član povjerenstva)
GranterUniversity of Pula
(Faculty of economics and tourism "Dr. Mijo Mirković")
Pula
Defense date and country2024-09-16, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Marketing
Abstract
Ovaj rad istražuje ulogu Instagrama u digitalnom oglašavanju, posebno u kontekstu online trgovina, s ciljem razumijevanja kako brendovi koriste ovu platformu za učinkovito dosezanje ciljane publike. Problem istraživanja fokusira se na izazove s kojima se brendovi suočavaju prilikom izgradnje autentičnosti i povjerenja kod korisnika, što je ključno za uspjeh marketinških kampanja. Istraživanje je provedeno anketom putem Google obrasca, analizirajući stavove korisnika o oglasima na Instagramu, uključujući učestalost primjećivanja i interakcije s tim oglasima. Glavni rezultati pokazuju da većina korisnika redovito primjećuje oglase, a relevantnost i vizualni elementi ključni su za privlačenje pažnje. Također, mnogi korisnici pozitivno reagiraju na oglase, što značajno utječe na njihove odluke o kupovini. Zaključeno je da Instagram, kao vizualna platforma, omogućuje brendovima učinkovitu interakciju s potrošačima, pri čemu su autentičnost i povjerenje ključni faktori uspjeha oglašavanja.
Abstract (english)
This paper explores the role of Instagram in digital advertising, particularly in the context of online stores, with the aim of understanding how brands use this platform to effectively reach their target audience. The research problem focuses on the challenges brands face in building authenticity and trust among users, which are crucial for the success of marketing campaigns. The study was conducted through a survey via Google Forms, analyzing users' attitudes toward Instagram ads, including the frequency of ad visibility and interaction. The main results show that most users regularly notice ads, with relevance and visual elements being key in capturing attention. Additionally, many users respond positively to ads, which significantly influences their purchasing decisions. It was concluded that Instagram, as a visual platform, enables brands to interact effectively with consumers, where authenticity and trust are key factors in successful advertising.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:137:432769
Study programmeTitle: Business Economics; Financial Management, Marketing Management, Management and Entrepreneurship,Tourism, Business Informatics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics, Informatics Management
Course: Marketing Management
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra poslovne ekonomije (magistar/magistra poslovne ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2024-10-03 21:11:08