Naslov
TRENDOVI O ULOZI DRUŠTVENIH MREŽA U INFORMIRANJU HRVATSKIH POTROŠAČA
(TRENDS ON THE ROLE OF SOCIAL NETWORKS IN INFORIMNG CROATIAN CONSUMERS)

Autori
Ćosić, Draženka ; Buneta, Anđelka

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Economic and Social Development Book of Proceedings / Lorga da Silva, Ana ; Merkaš, Zvonko ; Resende, David - Lisabon : Kesina, Spomenko ; Cingula, Domagoj, 2022, 182-190

Skup
86th International Scientific Conference on Economic and Social Development

Mjesto i datum
Lisabon, Portugal, 23.09.2022. - 24.09.2022

Vrsta sudjelovanja
Ostalo

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
društvene mreže, informiranje potrošača, oglašavanje
(social networks, consumer information, purchase decisions)

Sažetak
The aim of this paper is to investigate the role of social media in informing consumers and to try to determine if there is a correlation between the growth of the use of social media in the Republic of Croatia as a source of news, with the increasing influence of these media on making purchasing decisions. To examine the established relationship, secondary sources were used, or better to say research on media usage trends were conducted by WARC (World Advertising Research Centre, 2021) and the Reuters Institute for the Study of Journalism (Digital News Report, 2021) were analysed. The results indicate that it cannot be confirmed that the increase in the use of social media as a source of information is correlated with the increase in the influence of social media on purchasing decisions, especially since the use of this form of media is characteristic of the younger population.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Informacijske i komunikacijske znanosti

POVEZANOST RADA