Marketing i osobni podaci - novi uvidi u interakcije između brendova i potrošača

master's thesis

• Title (english): Data-driven marketing: new insights into the brand-customer interactions
• Author: Karla Barać
• Mentor: Danijel Labaš (mentor)
• Mentor: Stipan Rimac (sumentor)
• Committee member: Lana Ciboci Perša (predsjednik povjerenstva)
• Committee member: Dražen Maleš (član povjerenstva)
• Committee member: Stipan Rimac (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2023-09-19, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Rad se bavi marketingom osobnih podataka koji se danas sve više primjenjuje u različitim industrijama. Njegova je specifičnost ta što se temelji na osobnim podacima potrošača koji se prikupljaju preko uređaja, web posjeta i raznih transakcija te s vremenom postaju veliki podaci, odnosno big data. Upravo iz te specifičnosti ove grane marketinga proizlaze problemi s njenom implementacijom, ali i vidljive koristi za tvrtku, ako je implementacija uspješna. Rad se, osim prednostima i poteškoćama pri implementaciji marketinga osobnih podataka, bavi i etičkim implikacijama ovog pristupa u marketingu. Istražuje se gdje su granice legalne uporabe tuđih osobnih podataka te koji zakoni štite potrošača. U središtu rada su sami potrošači i njihovo viđenje interakcije s brendovima te karakteristike same interakcije, a cilj je otkriti kolika je razina povjerenja mladih potrošača prema brendovima te koliko su informirani o načinu upotrebe njihovih osobnih podataka.
U sklopu rada provedeno je kvantitativno istraživanje anketom na studentskoj populaciji, a cilj je ispitati upućenost mladih u pozitivne i negativne posljedice ostavljanja osobnih podataka brendovima te njihovu percepciju same interakcije s brendovima.

Abstract (english)

The main topic of this paper is data-driven marketing, which is implemented in various types of industries today. Its specificity is that it is based on customers' data which is collected through devices, website visits, and various transactions which makes those data become big data over time. As a result, precisely from that specificity of this marketing field, come problems with its implementation. However, there are also visible benefits for the company, if the implementation was successful. The paper is both about advantages and obstacles that occur during the implementation of data-driven marketing and about the ethics of that same implementation. Legal boundaries around the use of other people's data and laws which protect consumers have been examined. At the center of this paper are the consumers themselves and their perception of interaction with brands, and also the characteristics of that interaction. Moreover, the goal of the paper is to examine the trust level of young consumers toward brands and how informed they are about the ways their data are being used.
As a part of this paper, quantitative research via questionnaire has been conducted on the student population. Its objective is to examine young people's familiarity with both positive and negative outcomes of giving their data to brands, and their perception of the interaction with brands.

• Keywords: brend; brending; marketing osobnih podataka; veliki podaci; digitalni marketing; prediktivni marketing
• Keywords (english): brand; branding; data-driven marketing; big data; digital marketing; predictive marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:111:489860
• 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: 2023-09-25 10:24:17