Marketing za generaciju milenijaca u multimedijalnom okruženju

master's thesis

• Title (english): Marketing for Millennials in a Multimedia Enviroment
• Author: Kristina Crvenković
• Mentor: Antonija Čuvalo (mentor)
• Committee member: Antonija Čuvalo (predsjednik povjerenstva)
• Committee member: Smiljana Leinert-Novosel (član povjerenstva)
• Committee member: Dina Vozab (član povjerenstva)
• Granter: University of Zagreb; The Faculty of Political Science; Zagreb
• Defense date and country: 2019-09-18, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Information and Communication Sciences; Journalism

Abstract

SAŽETAK
Društvene mreže postale su neizostavan dio svakodnevnog života, a doba kada je oglašavanje bilo svedeno samo na tradicionalne medije je prošlost. Marketinške poruke okružuju nas svakodnevno kroz različite tradicionalne i moderne kanale. Ne postoji medij masovne komunikacije u kojem možemo pobjeći od njih. Cilj ovog rada je saznati na koji način se pripadnici hrvatske generacije milenijaca najčešće informiraju o proizvodima i uslugama. Opravdavaju li svoj nadimak net generacije ili pak tradicionalni mediji još uvijek imaju važnu ulogu u informiranja o proizvodima i uslugama. Za potrebe ovog rada koristit ću i objasniti termine generacije milenijaca, multimedijskog okoliša (media enviroment), kako korisnici koriste to okruženje i kako se ono primijenjuje na marketing, iz perspektive komunikacijske teorije upotrebe medija radi zadovoljenja potreba (Uses and Gratification Theory). Rezultati su pokazali kako milenijci zaista opravdavaju svoj nadimak „net generacije“ - zbog toga što najviše koriste online medije, a proizvode i usluge najčešće zamjećuju na društvenim mrežama brendova i u objavama influencera.

Abstract (english)

ABSTRACT
Social media has become a large part of everyday life. The time when advertising was focused only on traditional media has become a thing of the past. Marketing messages are unavoidable, surrounding us everyday through various traditional and modern channels of communication. There is no form of mass media that marketers aren't using to target us, making marketing messgaes impossible to avoid. The objective of this thesis is to determine how members of the croatian generation Y inform themselves about products and services. Do they justify the "net generation“ label or does traditional media still play an important part as a source of information regarding products and services. Throughout, I will explain terms of millennial generation, multimedia environment and how it is used in marketing, from the perspective of The Uses and Gratification Theory. Results have shown millennials are truly a "net generation" due to their level of online media usage and most often noticing products and services through social media and influencers.

• Keywords: milenijci; digitalni marketing; multimedijalno okruženje; influencer marketing
• Keywords (english): millennials; digital marketing; multimedia enviroment; influencer marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:114:428695
• 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: Closed access
• Created on: 2019-10-29 12:58:27