Purpose – This research study aims to determine the influence of the factors of informativeness, entertainment, irritation, and credibility on the perception of the value of advertisements and the ...attitude to advertising through catalogs and store flyers among Croatian consumers. Design/methodology/approach – In the research, testing a theoretical model of value perception, 354 correct answers were collected via email, Facebook groups, and Internet forums. Hypotheses were tested using structural equation modeling.Findings and implications – The results of this research show that the informativeness, entertainment, and credibility are important predictors of the value of catalogs and flyer advertising. Irritation is not. Furthermore, entertainment, credibility, and perception of the advertisement’s value have a positive and significant impact on the attitude to advertising through catalogs and store flyers. In addition to the scientific contribution, the research study has its practical significance as a guide to future marketing activities aimed at increasing the effectiveness of this type of advertising. Limitation – The sample representativeness may be a limiting factor of this research because the author used available email addresses, Facebook groups, and Internet portals. Originality – A review of the bibliography available found that the applied value perception model had not previously been tested in the context of catalogs and store flyers. It builds on the current knowledge about the effectiveness of individual advertising media.
Ad personalization is becoming the dominant promotional tactic, further enhanced by new technologies applications. Greater efficiency is the main goal of such an advertising approach, but it can ...cause the appearance of the so-called “privacy paradox” that can induce negative consumer reactions in terms of avoiding such ads. This paper investigates the factors influencing the avoidance of personalized ads communicated through the social network Facebook. Part of the research model deals with the impact of perceived personalization, perceived irritation, and perceived privacy concerns on skepticism towards advertising and advertising avoidance. Furthermore, the empirical research was conducted on data collected through the Facebook and WhatsApp mobile applications. Following the obtained results, there is no negative effect of perceived personalization to skepticism towards advertising while it exists toward advertising avoidance. Furthermore, a positive effect of perceived irritation to skepticism towards advertising does not exist, but positive effects to ad avoidance do. The direct positive effect of perceived privacy concerns to skepticism and ad avoidance was not found. Also, skepticism about personalized ads was found not to be positively associated with avoiding personalized ads. In addition to new insights, the results can help design and implement promotional campaigns through social media technologies.
This paper aims to investigate Croatian consumers' attitudes about mobile messenger chatbots (MMC) and their propensity to use them. The proposed conceptual model is based on the Technology ...Acceptance Model (TAM) and Innovation Diffusion Theory (IDT). The research was conducted through an anonymous survey questionnaire available on the social network Facebook. The empirical research results show that perceived usefulness, perceived ease of use, compatibility, and attitude towards mobile advertisements are statistically significantly related to attitude towards mobile messenger chatbots. No negative correlation was found between internet privacy concern and consumer attitudes about mobile messenger chatbots. A positive correlation was found between attitude towards using mobile messenger chatbots and behavioral intention. In addition to the scientific contribution in better predicting chatbots' acceptance as a communication and promotional tool, the research results will also help marketing experts design advertising campaigns via mobile messenger chatbots.
This study aims to investigate the effect of consumer innovativeness, need to belong, and source credibility on the receipt of information within WOM and eWOM communication. Empirical research was ...conducted on 370 respondents in Croatia. Structural equation modelling analysis was used to test the structural relationship between variables from the proposed model and to test hypotheses. The study results confirm the positive association of proposed variables with WOM and eWOM, except the association of need to belong with WOM, which has not been established. In addition to new scientific knowledge, practitioners can use the results in implementing activities to increase customer engagement with the brand and company.
Internet se u ranijim fazama svog nastanka koristio u specifične svrhe poput razmjene
informacija unutar velikih poduzeća ili državnih ustanova. Proširenjem dostupnosti krajnjim
korisnicima povećavao ...se i broj informacija koje su se na internetu mogle pronaći.
Kako bi korisnici mogli brzo i jednostavno pronaći za njih relevantnu informaciju koriste
se tražilice. Korištenjem tražilica u prvi plan vlasnici web stranica stavljaju optimizaciju za
tražilice, što je ujedno i fokus ovog rada.
Analizom dostupnih sekundarnih izvora podataka postavljena je teorijska osnova
pojma i uloge optimizacije, kao i osnovnih dijelova i tipova optimizacije za tražilice. U
sklopu empirijskog istraživanja stvoren je anketni upitnik pomoću kojeg je provedeno
kvantitativno istraživanje na mikro i malim poduzećima u sjevernoj Hrvatskoj. Anketni
upitnik odaslan na e-poštu stručnjaka (za digitalni marketing ili marketing općenito) 52
poduzeća, od čega je 10 stručnjaka u potpunosti odgovorilo na sva pitanja te je na njihovim
odgovorima provedena statistička analiza. Cilj je rada spoznati razinu korištenja
optimizacije za tražilice kod poduzeća koja posluju na sjeveru Hrvatske uključujući i upoznatost
sa samim pojmom optimizacije.
Temeljem dobivenih rezultata može se zaključiti kako su poduzeća većinom upoznata
sa pojmom optimizacije, te istu koriste u svom poslovanju. No, iako koriste brojne faktore
koji su važni za povećanje pozicije na tražilicama ipak svjesnost prednosti i uloge optimizacije
u poslovanju još uvijek nije u potpunosti formirana.
In the earlier stages of its creation, the Internet was used for specific purposes such as the exchange of information within large companies or government institutions. By expanding the availability ...to end users, the amount of information that could be found on the Internet also increased. In order for users to be able to quickly and easily find relevant information for them, they use search engines. By using search engines, website owners prioritize search engine optimization, which is the focus of this paper. By collecting secondary data, the theoretical basis of the concept and role of optimization was created, as well as the basic parts and types of optimization. As part of the empirical research, a survey questionnaire was created with the help of which a quantitative research was conducted on micro and small companies in northern Croatia. The questionnaire was sent to the e-mail of experts (digital marketing or marketing experts in general) of 52 companies, of which 10 experts fully answered all questions and their answers were subjected to statistical analysis presented in the paper. The aim of this paper was to get acquainted with the level of use of optimization by companies operating in the northern Croatia, including familiarity with the concept of optimization. Based on the obtained results, it can be concluded that companies are mostly familiar with the concept of optimization, which is used in their companies. However, although they use a number of factors that are important for increasing search engine rankings, yet the awareness of the benefits and role of optimization in business is still not fully formed.
Marketing activities supported by mobile devices offer great opportunities for direct communication with consumers without the barriers of time, place, location and other. This article explores ...opinions and expectations Croatian marketing experts have towards use of m-advertising and other available advertising media, where we take the perspective of marketing experts to predict the future of m-marketing and m-advertising in Croatia. The paper also discusses the relevance of m-advertising and investigates the future of m-marketing and m-advertising in Croatia. This research focuses mainly on understanding the potential and effectiveness of the use of mobile phones as a promotional medium, but we also try to recognize the level of concern of marketing experts associated with spam, relating to privacy intrusion and ethics components in m-advertising. Privacy and ethics concerns could create resistance to the adoption of m-advertising. Media selection becomes the most critical factor for the success of a promotional and advertising marketing campaign. Croatian experts still consider TV or newspapers the best way to reach a large number of potential consumers, but what are their expectations towards mobile advertising? To answer this question, we built a model that links attitudes towards advertising via classical media to the intention to use m-advertising.
Direktni marketing, kao marketinški pojam, javlja se početkom
šezdesetih godina dvadesetog stoljeća, predstavljajući novi pristup u
prodajnoj komunikaciji s tržištem. Za razliku od klasičnih metoda ...jednosmjernog komuniciranja (prodavač – kupac), direktni marketing se oslanja na dvosmjernu (interaktivnu) komunikaciju. Suštinu te komunikacije čini skup aktivnosti pomoću kojih prodavač izravno ulaže napore prema ciljanom potrošaču/korisniku kako bi dobio mjerljiv odgovor ili transakciju. Vrlo oštro konkurentsko okruženje te sofisticiran i educiran korisnik traži prilagodbu ukupnog poslovnog procesa željama i potrebama svakog korisnika posebno. Uspostava dugoročnog odnosa povjerenja, koju direktni marketing omogućava, pridonosi zadržavanju postojećih i lakšem pridobivanje novih korisnika. Aktivnosti direktnog marketinga zasnivaju se na bazama podataka i medijima interaktivnog komuniciranja. Baze podataka omogućavaju odabir ciljnog tržišta (kupca), prema kojem se djeluje odabirom odgovarajućeg promidžbeno/prodajnog medija. Najpoznatiji mediji direktnog marketinga svakako su katalozi, direktna pošta i telefon (telemarketing), dok se u praksi koriste i mnogi drugi poput: televizije, radija, Interneta, mobitela, tiska, inserata… Prodajna komunikacija direktnim marketingom zahtijeva strogo kontrolirani i unaprijed planirani pristup. S time u vezi svaki korak u kampanji traži pažljivo prethodno testiranje. Mjerljivost je slijedeća karakteristika koja direktni marketing izdvaja od ostalih promidžbeno/prodajnih aktivnosti. Marketeri su u prilici, na temelju informacije o količini i vrsti dobivenih odgovora ili narudžbi kontrolirati uspješnost ili neuspješnost kampanje, donositi odluke o njezinom nastavku, promjenama i sl.
Svrha – Cilj je istraživanja utvrditi kod hrvatskih potrošača utjecaj čimbenika informativnosti, zabave, iritacije i vjerodostojnosti oglasa na percepciju njegove vrijednosti i stav o oglašavanju ...putem kataloga i trgovačkih letaka. Metodološki pristup – Istraživanje testira teorijski model percipirane vrijednosti. Putem elektroničke pošte, Facebook grupa i internetskih foruma prikupljeno je 354 valjanih odgovora. Metoda modeliranja strukturnih jednadžbi (SEM) korištena je za testiranje hipoteza.
Rezultati i implikacije – Rezultati istraživanja pokazuju da su informativnost, zabava i vjerodostojnost važni prediktori vrijednosti oglašavanja putem kataloga i letaka, dok iritacija to nije. Nadalje, zabava, vjerodostojnost i percepcija vrijednosti oglasa imaju pozitivan i značajan utjecaj na stav o oglašavanju putem kataloga i letaka. Osim znanstvenog doprinosa, istraživanje ima i svoj praktični značaj kao vodič za buduće marketinške aktivnosti na podizanju učinkovitosti ove vrste oglašavanja.
Ograničenja – Ograničenje istraživanja vezano je uz nereprezentativnost uzorka s obzirom da je autor koristio raspoložive adrese elektroničke pošte te Facebook grupe i internetske portale.
Doprinos – Pregledom dostupne literature utvrđeno je kako primijenjeni model percipirane vrijednosti dosad nije testiran u kontekstu kataloga i trgovačkih letaka. Time se nadograđuju dosadašnje spoznaje o efikasnosti pojedinih medija oglašavanja.
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