Povjerenje kupaca prema oglašavanju kozmetičkih proizvoda na YouTube-u

master's thesis

• Title (english): Customers trust in advertising cosmetics on YouTube
• Author: Patricia Juraić
• Mentor: Jelena Jurišić (mentor)
• Mentor: Vanesa Varga (mentor)
• Committee member: Ivan Burić (predsjednik povjerenstva)
• Committee member: Vladimira Rezo (član povjerenstva)
• Committee member: Jelena Jurišić (član povjerenstva)
• Committee member: Vanesa Varga (član povjerenstva)
• Committee member: Duje Bonacci (član povjerenstva)
• Granter: University of Zagreb; Faculty of Croatian Studies; (Department of Communication Sciences); Zagreb
• Defense date and country: 2019-09-23, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Communicology

Abstract

Živimo u vremenu u kojem se ljudi svakodnevno služe internetom i društvenim medijima. Razvoj tehnologije je utjecao na promjene u ponašanju ljudi kao i na poslovanje tvrtki. Žene se sve više služe novim tehnologijama kako bi došle do informacija o kozmetičkim proizvodima. YouTube pruža brz i jednostavan uvid u kozmetičke proizvode putem videozapisa u kojima se precizno može pokazati određeni proizvod, odnosno njegov izgled, funkcija i način upotrebe. Kozmetički brendovi objavljuju videozapise na YouTubeu u nadi kako će oni utjecati na potencijalne kupce i njihovu odluku o kupnji kozmetičkog proizvoda. Ovim se radom nastoji pokazati kako YouTube utječe na ponašanje kupaca i na promjenu u oglašavanju tvrtki. Više nije dovoljno oglašavati se putem nekog tradicionalnog medija, ljudi žele više informacija i sadržaja. Tema ovoga rada je povjerenje kupaca prema oglašavanju kozmetičkih proizvoda na YouTubeu. Zato se istraživanje ovoga rada baziralo na videozapisima koje kozmetički brendovi objavljuju na svojim službenim YouTube kanalima, te kako ti videozapisi utječu na povjerenje potencijalnih kupaca. Radom se htjelo odgovoriti na pitanje imaju li kupci više povjerenja u oglašavanje kozmetičkih proizvoda na YouTubeu, nego u oglašavanje putem tradicionalnih medija, te ukazati na značajke koje utječu na povjerenje kupaca u prezentirane informacije o kozmetičkim proizvodima putem videozapisa. Istraživanje je provedeno analizom videozapisa kozmetičkih brendova, te anketom ženske populacije.

Abstract (english)

We live in a time where people are using the internet and social media everyday. The evolution of technology has influenced people's behavior as well as company business. Women are increasingly using new technologies to get information on cosmetics. YouTube provides quick and easy insight into cosmetic products through videos that can accurately show the specific product, it's appearance, function, and usage. Cosmetic brands publish videos on YouTube in hope to reach potential customers and affect their intention to purchase cosmetics. This paper seeks to show how the development of technology and YouTube had an impact on customer behavior and changed cosmetics advertising. It's no longer enough to advertise products through a traditional media, people want more information and content. The main focus of this paper is to show how much potentional customers trust advertising of cosmetic products on YouTube. Therefore, the research of this paper are videos that cosmetic brands publish on their official YouTube channels; are they affecting trust of potential customers. The main goal was to answer the questions about whether customers have more trust in advertising cosmetics on YouTube, rather than advertising through traditional media and whether there are factors that influence building trust in the presentation of information and costumer desire to buy a cosmetic product. The research was conducted by analyzing cosmetics brand videos and with women's survey.

• Keywords: društveni mediji; YouTube; kozmetika; oglašavanje; povjerenje; kupci
• Keywords (english): social media platforms; YouTube; advertising; cosmetics; trust; customers
• Language: croatian
• URN:NBN: urn:nbn:hr:111:257189
• 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: Access restricted to students and staff of home institution
• Created on: 2020-01-14 12:18:58