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master's thesis
Utjecaj TikTok trendova na potrošačko ponašanje mladih u Hrvatskoj
2024. urn:nbn:hr:186:789615
Baretić, Korina
University of Rijeka
Faculty of Humanities and Social Sciences
Department of Cultural Studies

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Baretić, K. (2024). Utjecaj TikTok trendova na potrošačko ponašanje mladih u Hrvatskoj (Master's thesis). Rijeka: University of Rijeka, Faculty of Humanities and Social Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:186:789615

Baretić, Korina. "Utjecaj TikTok trendova na potrošačko ponašanje mladih u Hrvatskoj." Master's thesis, University of Rijeka, Faculty of Humanities and Social Sciences, 2024. https://urn.nsk.hr/urn:nbn:hr:186:789615

Baretić, Korina. "Utjecaj TikTok trendova na potrošačko ponašanje mladih u Hrvatskoj." Master's thesis, University of Rijeka, Faculty of Humanities and Social Sciences, 2024. https://urn.nsk.hr/urn:nbn:hr:186:789615

Baretić, K. (2024). 'Utjecaj TikTok trendova na potrošačko ponašanje mladih u Hrvatskoj', Master's thesis, University of Rijeka, Faculty of Humanities and Social Sciences, accessed 09 April 2025, https://urn.nsk.hr/urn:nbn:hr:186:789615

Baretić K. Utjecaj TikTok trendova na potrošačko ponašanje mladih u Hrvatskoj [Master's thesis]. Rijeka: University of Rijeka, Faculty of Humanities and Social Sciences; 2024 [cited 2025 April 09] Available at: https://urn.nsk.hr/urn:nbn:hr:186:789615

K. Baretić, "Utjecaj TikTok trendova na potrošačko ponašanje mladih u Hrvatskoj", Master's thesis, University of Rijeka, Faculty of Humanities and Social Sciences, Rijeka, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:186:789615

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Metadata
TitleUtjecaj TikTok trendova na potrošačko ponašanje mladih u Hrvatskoj
Title (english)The influence of TikTok trends on the consumer behavior of young people in Croatia
AuthorKorina Baretić
MentorBoris Ružić (mentor)
Committee memberHajrudin Hromadžić (predsjednik povjerenstva)
Committee memberToni Prug (član povjerenstva)
GranterUniversity of Rijeka
Faculty of Humanities and Social Sciences
(Department of Cultural Studies)
Rijeka
Defense date and country2024-09-26, Croatia
Scientific / art field,
discipline and subdiscipline		HUMANISTIC SCIENCES
Interdisciplinary Humanistic Studies
Abstract
Ovaj rad istražuje utjecaj TikTok trendova na potrošačko ponašanje mladih u Hrvatskoj, s posebnim naglaskom na ulogu konzumerizma, algoritama društvenih mreža i influencera. Kroz teorijski okvir konzumerizma i novih medija, analizira se kako TikTok, putem svojih algoritama i popularnih trendova, potiče potrošnju ne samo digitalnog sadržaja, već i fizičkih proizvoda, pri čemu platforma koristi algoritam kako bi personalizirala sadržaj prema interesima korisnika. Istovremeno, TikTok predstavlja... More prostor gdje influenceri, putem parasocijalnih odnosa, igraju ključnu ulogu u oblikovanju percepcija i potrošačkih odluka svojih pratitelja, pružajući specifične preporuke ili stilizirajući proizvode na način koji povećava njihovu privlačnost. Osim toga, influenceri potiču želju kod korisnika, odnosno pratitelja za posjedovanjem proizvoda kako bi konstruirali svoj identitet. Anketnim istraživanjem prikupljeni su podaci o korištenju TikToka među mladima u dobi od 18 do 30 godina, s naglaskom na njihove navike vezane uz praćenje trendova, interakciju s influencerima, i kupovinu proizvoda koji su popularizirani putem TikToka. Rezultati istraživanja pokazuju visok stupanj svijesti o TikTok trendovima, ali s ograničenim utjecajem na konkretne potrošačke odluke. Većina ispitanika koristi platformu prvenstveno za zabavu, dok manji postotak prati ili sudjeluje u trendovima koji bi rezultirali kupnjom proizvoda. Ovi rezultati otvaraju prostor za daljnje istraživanje uloge TikToka u digitalnoj ekonomiji, utjecaju algoritama na potrošačko ponašanje te kako društvene mreže redefiniraju odnose između korisnika, influencera i brendova u kontekstu modernog konzumerizma. Less
Abstract (english)
This paper investigates the influence of TikTok trends on the consumer behavior of young people in Croatia, with a special emphasis on the role of consumerism, social network algorithms and influencers. Through the theoretical framework of consumerism and new media, it is analyzed how TikTok, through its algorithms and popular trends, encourages the consumption of not only digital content, but also physical products, whereby the platform uses an algorithm to personalize content according to... More the interests of users. At the same time, TikTok represents a space where influencers, through parasocial relationships, play a key role in shaping the perceptions and consumer decisions of their followers, providing specific recommendations or styling products in a way that increases their appeal. In addition, influencers encourage the desire of users, i.e. followers, to own products in order to construct their identity. Survey research collected data on the use of TikTok among young people between the ages of 18 and 30, with an emphasis on their habits related to following trends, interacting with influencers, and buying products popularized through TikTok. The research results show a high level of awareness of TikTok trends, but with limited influence on specific consumer decisions. The majority of respondents use the platform primarily for entertainment, while a smaller percentage follow or participate in trends that would result in product purchases. These results open up space for further research into the role of TikTok in the digital economy, the impact of algorithms on consumer behavior, and how social networks redefine relationships between users, influencers and brands in the context of modern consumerism. Less
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:186:789615
Study programmeTitle: Cultural Studies
Study programme type: university
Study level: graduate
Academic / professional title: sveučilišni/a magistar/magistra kulturologije (sveučilišni/a magistar/magistra kulturologije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2024-09-18 12:00:51
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