Upoznatost srednjoškolaca s prikrivenim oglašavanjem na društvenim mrežama

master's thesis

• Title (english): High scool Students Familiarity With Product Placement on Social Media Sites
• Author: Edina Pršić
• Mentor: Lana Ciboci (mentor)
• Committee member: Danijel Labaš (predsjednik povjerenstva)
• Committee member: Dražen Maleš (član povjerenstva)
• Committee member: Lana Ciboci (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2020-07-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Promjene u medijskom okruženju dovele su do promjena u kreiranju marketinških strategija.
Oglašivači sve više pribjegavaju korištenju prikrivenih oglasa kako bi doprijeli do publike koja
sve češće ignorira klasične oglase. Istodobno, društvene su mreže postale nezaobilazan
komunikacijski kanal i kao takve odlična su oglašivačka platforma. U masi korisnika, istaknuli
su se influenceri koji su postali vođe mišljenja modernog doba. Njihov su potencijal prepoznale
kompanije koje su ubrzo počele koristiti influencere kao brand ambasadore. S vremenom,
granicu između influencer marketinga i prikrivenog oglašavanja postalo je teško definirati. Cilj
je ovog istraživanja bio ispitati upoznatost srednjoškolaca s prikrivenim oglašavanjem na
društvenim mrežama, kao i ispitati moguće utjecaje koje influenceri na društvenim mrežama
imaju na srednjoškolce. Istaživanje je provedeno na dobrovoljnom uzorku od sto srednjoškolaca,
a korištena je kvantitativna metoda ankete. Proces prikupljanja podataka proveden je online.
Rezultati istraživanja pokazali su da ispitanici nisu dovoljno upoznati s prikrivenim
oglašavanjem te ga ne prepoznaju na društvenim mrežama. Nadalje, rezultati su istraživanja
pokazali kako srednjoškolci prate influencere na različitim društvenim mrežama, međutim, ne
obraćaju pažnju na sadržaj njihovih objava u kojima prikazuju različite proizvode ili usluge.

Abstract (english)

Changes in the media environment have led to changes in the creation of marketing strategies.
Advertisers are increasingly resorting to using product placement to reach an audience that is
increasingly ignoring classic ads. At the same time, social networks have become an unavoidable
communication channel and as such, a great advertising platform. In the mass of users,
influencers who became leaders of modern thought stood out. Their potential was recognized by
companies that soon began using influencers as brand ambassadors. Over time, the line between
influencer marketing and product placement has become difficult to define. The aim of this paper
was to examine the familiarity of high school students with product placement on social
networks, as well as to examine the possible effects that influencers on social networks have on
high school students. The research was conducted on a voluntary sample of one hundred high
school students, and a quantitative survey method was used. The data collection process was
conducted online. The results of the survey showed that respondents are not sufficiently familiar
with the concept of product placement, do not recognize it on social networks. Furthermore, the
results of the research showed that high school students follow influencers on different social
networks, however, they do not pay attention to the content of their posts in which they present
different products or services.

• Keywords: prikriveno oglašavanje; društvene mreže; influenceri
• Keywords (english): product placement; social media networks; influencers
• Language: croatian
• URN:NBN: urn:nbn:hr:111:902579
• Study programme: Title: Department of Communication Studies; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra komunikologije (magistar/magistra komunikologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2020-08-31 11:12:40