Algoritamski marketing na digitalnim platformama iz perspektive potrošača

master's thesis

• Title (english): Algorithmic Marketing on Digital Platforms from the Consumers' Perspective
• Author: Ivana Petričević
• Mentor: Antonija Čuvalo (mentor)
• Committee member: Antonija Čuvalo (predsjednik povjerenstva)
• Committee member: Milica Vučković (član povjerenstva)
• Committee member: Petra Kovačević (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2023-09-22, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

Ovaj diplomski rad istražuje koncepte algoritamske preporuke sadržaja na digitalnim platformama, fokusirajući se na percepciju korisnika. Analizirajući koncepte kao što su platformizacija, datafikacija i kapitalizam nadzora, istraživanje se bavi dubljim razumijevanjem utjecaja algoritamskog marketinga na interakcije između korisnika i digitalnih platformi. Platformizacija, kao ključna karakteristika suvremenog digitalnog okoliša, transformira način na koji korisnici komuniciraju, troše i susreću se s proizvodima i uslugama. Datafikacija, s obiljem dostupnih podataka o potrošačima, omogućuje personalizirane marketinške poruke putem algoritama preporuke. Koncept kapitalizma nadzora istražuje kako se podaci potrošača koriste za generiranje profita i kontrolu njihovih preferencija. Metoda istraživanja temelji se na kvalitativnim polustrukturiranim intervjuima s korisnicima. Ova metoda omogućuje duboko razumijevanje njihovih stavova, percepcija i iskustava vezanih uz algoritamski marketing na digitalnim platformama. Kroz analizu intervjua, istraživanje je identificiralo percepciju korisnika digitalnih platformi, njihove reakcije na personalizirane oglašivačke strategije i utjecaj tih strategija na njihovo iskustvo i zadovoljstvo. Kroz istraživanje ovih koncepata te koristeći se metodom kvalitativnih intervjua, ovaj rad doprinosi razumijevanju dinamike između algoritamske obrade podataka i korisnika digitalnih platformi. Rezultati ovog istraživanja mogu pružiti vrijedne uvide u korisničko subjektivno shvaćanje načina na koji algoritmi utječu na njihove interakcije s informacijama, drugim ljudima i vanjskim svijetom.

Abstract (english)

This master's thesis explores the concepts of algorithmic content recommendation on digital platforms, focusing on user perception. Analyzing concepts such as platformization, datafication, and surveillance capitalism, the research delves into a deeper understanding of the impact of algorithmic marketing on interactions between users and digital platforms. Platformization, as a key feature of the contemporary digital environment, transforms how users communicate, spend, and engage with products and services. Datafication, leveraging the wealth of available consumer data, enables personalized marketing messages through algorithms. The concept of surveillance capitalism investigates how consumer data is utilized for profit generation and control over their preferences. The research methodology is based on qualitative semi-structured interviews with users. This method facilitates a profound understanding of their attitudes, perceptions, and experiences related to algorithmic marketing on digital platforms. Through interview analysis, the research has identified users' subjective experiences with digital platforms, their reactions to personalized advertising strategies, and the impact of these strategies on their experience and satisfaction. By investigating these concepts and employing the qualitative interview method, this study contributes to understanding the dynamics between algorithmic data processing and users of digital platforms. The results of this research can provide valuable insights into user subjective understanding of how algorithms influence their interactions with information, other people, and the external world.

• Keywords: algoritamska preporuka sadržaja; digitalne platforme; korisnička percepcija; platformizacija; datafikacija; personalizirani marketing; korisnički podaci; obrada podataka
• Keywords (english): algorithmic content recommendation; digital platforms; user perception; platformization; datafication; personalized marketing; user data; data processing
• Language: croatian
• URN:NBN: urn:nbn:hr:114:977323
• Study programme: Title: Journalism; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra novinarstva (magistar/magistra novinarstva)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2023-11-30 09:16:37