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undergraduate thesis
POVEZANOST OSOBINA LIČNOSTI I PRIHVAĆANJA PRANKVERTISINGA
2023. urn:nbn:hr:225:399688
Parić, Marija
Algebra University College

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Parić, M. (2023). POVEZANOST OSOBINA LIČNOSTI I PRIHVAĆANJA PRANKVERTISINGA (Undergraduate thesis). Zagreb: Algebra University College. Retrieved from https://urn.nsk.hr/urn:nbn:hr:225:399688

Parić, Marija. "POVEZANOST OSOBINA LIČNOSTI I PRIHVAĆANJA PRANKVERTISINGA." Undergraduate thesis, Algebra University College, 2023. https://urn.nsk.hr/urn:nbn:hr:225:399688

Parić, Marija. "POVEZANOST OSOBINA LIČNOSTI I PRIHVAĆANJA PRANKVERTISINGA." Undergraduate thesis, Algebra University College, 2023. https://urn.nsk.hr/urn:nbn:hr:225:399688

Parić, M. (2023). 'POVEZANOST OSOBINA LIČNOSTI I PRIHVAĆANJA PRANKVERTISINGA', Undergraduate thesis, Algebra University College, accessed 17 April 2024, https://urn.nsk.hr/urn:nbn:hr:225:399688

Parić M. POVEZANOST OSOBINA LIČNOSTI I PRIHVAĆANJA PRANKVERTISINGA [Undergraduate thesis]. Zagreb: Algebra University College; 2023 [cited 2024 April 17] Available at: https://urn.nsk.hr/urn:nbn:hr:225:399688

M. Parić, "POVEZANOST OSOBINA LIČNOSTI I PRIHVAĆANJA PRANKVERTISINGA", Undergraduate thesis, Algebra University College, Zagreb, 2023. Available at: https://urn.nsk.hr/urn:nbn:hr:225:399688

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Metadata
TitlePOVEZANOST OSOBINA LIČNOSTI I PRIHVAĆANJA PRANKVERTISINGA
AuthorMarija Parić
MentorVanja Šebek (mentor)
GranterAlgebra University College
Zagreb
Defense date and country2023-04-07, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Abstract
Odlučila sam istražiti ovu temu jer smatram da je to područje nedovoljno istraženo, a zanimljivo je istraživati nove strategije oglašavanja. Cilj mog istraživanja je dobiti bolje razumijevanje o percepciju potrošača o ovoj novoj strategiji oglašavanja te istražiti kako njihovi životni stavovi i osobine ličnosti utječu na prihvaćanje i tumačenje prank oglasa. Istraživanje je miješanog tipa, provedeno na n=100 ispitanika različitih dobnih skupina u Hrvatskoj. Provest će se miješano istraživanje, koristeći preliminarno istraživanje kako bih kategorizirao različite oglase prema njihovim karakteristikama. Glavno istraživanje je koncipirano na temelju rezultata fokus grupa i provedeno pomoću online anketnog upitnika u kojemu će ispitanici odgovarati na pitanja vezana uz njihove osobine ličnosti te će potom vrednovati odabrane prankvertising oglase. Ispitanicima će biti ponuđeni različiti prank oglasi iz različitih industrija. Istraživanje je usmjereno na povezivanje životnih stavova i osobina ličnosti s načinom prihvaćanja i tumačenja prankvertisinga. Nadam se da će moje istraživanje pridonijeti razumijevanju načina na koji potrošači percipiraju prankvertising i vjerujem da će ovo istraživanje donijeti vrijedne spoznaje o percepciji potrošača o novoj strategiji oglašavanja te će pomoći marketinškim stručnjacima u kreiranju učinkovitijih kampanja.
Abstract (english)
I decided to research this topic because I think it is an under-researched area, and it is interesting to explore new advertising strategies. The goal of my research is to get a better perception of consumers about this new advertising strategy and to investigate how their life attitudes and personality traits influence the acceptance and interpretation of prank ads. The research is of a mixed type, conducted on n=100 respondents of different age groups in Croatia. Mixed research will be conducted, using preliminary research to categorize different ads according to their characteristics. The main research was conceived based on the results of the focus group and conducted using an online survey questionnaire in which the respondents will answer questions related to their characteristics and then evaluate the selected prankvertising ads. Respondents will be offered different prank ads from different industries. The research is focused on connecting life attitudes and personality traits with the way prankvertising is accepted and interpreted. I hope that my research will contribute to the understanding of how consumers perceive prankvertising and I believe that this research will bring valuable insights into consumers' perception of a new advertising strategy and will help marketers create more effective campaigns.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:225:399688
Study programmeTitle: Digital marketing
Study programme type: professional
Study level: undergraduate
Academic / professional title: stručni prvostupnik digitalnog marketinga (stručni prvostupnik digitalnog marketinga)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2023-05-05 12:11:47