...social media has quickly become a focal point for digital marketers to reach and interact with individual consumers (Ryan et al., 2017). ...of the development of the concept of social media, many ...companies are trying to take advantage of the growing trend of using social media to connect with their customers. Unlike traditional media, social media environments are environments where user-generated content is directly confronted without any control (Kiliçer, 2022). ...users make many purchase decisions based on the information shared on social media. Social media allows consumers to provide reviews and recommendations about products and buying experiences. ...reviews on social media can provide valuable information to potential customers based on previous consumer experiences. Reviews on social media are expected to have positive information that can increase consumers' purchase intentions because users respond more to information on social media than on traditional media. ...users searching for reviews and information about products on social media may ultimately influence consumers' purchase decision processes.
In recent years, social media have become an important part of a consumer's life in terms of easier access to information. As opposed to that, for the companies social media represent a new challenge ...and an opportunity to achieve their strategic goals such as creating a positive image, enhanced brand awareness and to make quality interactions with their actual or potential consumers. The aim of this paper is to determine the behavioural patterns of social media users, especially in the decision making process when purchasing. In order to achieve the aim of this study, factor analysis and analysis of variance were used. The research sample consisted of 504 social media users. The findings reveal that there are significant differences between the extracted factors and the use of social media when purchasing. Findings also suggest that respondents tend to purchase via social media but they are insecure in providing the review and comments for the purchase made.
kriza utječe na ponašanje potrošača na drugačiji način, a u takvim uvjetima potrošači mogu postati nepredvidivi u svom ponašanju te može biti teško razumjeti što žele, očekuju ili trebaju. Pandemije ...poput COVID-19 dovode do niza poremećaju u životima potrošača te u njihovim kupovnim obrascima i navikama. Cilj je rada ispitati utjecaj pandemije COVID-19 na kupovno ponašanje potrošača te utvrditi povezanost između recenzija prethodnih korisnika i budućih kupovnih namjera. U ovom je radu predstavljena detaljna analiza obrasca ponašanja korisnika na društvenim mrežama na uzorku od 207 ispitanika. Rezultati istraživanja dobiveni deskriptivnom analizom ukazuju na to da ispitanici svakodnevno koriste društvene mreže u svrhu komuniciranja te većina ispitanika, njih 149, ponekad društvene mreže koristi i za kupnju. Ostali ispitanici, njih 58 koji ne kupuju putem društvenih mreža, iskazali su nepovjerenje prema takvoj kupovini. Nadalje, rezultati istraživanja ukazali su da postoji jaka povezanost pozitivnog smjera između kupovne namjere i e-preporuke kao razine zadovoljstva komunikacijom na društvenim mrežama. Rad pridonosi postojećim istraživanjima vezanim za utjecaj pandemije COVID-19 na kupovno ponašanje dajući dublji uvid u ponašanje potrošača vezano za društvene mreže te ispitivanje kupovnih namjera korisnika i davanja preporuka.
Current global economic trends, trade competition and technological change, have greatly expanded the complexity of labour market contracts and increased the number of employees working under ...temporary work status and non-standard forms of employment. Part of economic theory tries to explain the influence of those labour market trends on migration. This is particularly important in the case of Croatia, which has been experiencing a large scale of emigration in recent years. The number of people that left abroad increased four times from 2012. The aim of this paper is to investigate the role of precarious employment in international migration movements, especially from Croatia, but also from Central and East European countries (CEEC). Data on migration, wages, employment quality, GDP and unemployment used in this paper come from the Croatian Bureau of Statistics for Croatia and Eurostat databases for the rest of the sample. The choice of methodology is driven by the characteristics of the dataset that requires a suitable estimator in the family of the panel estimators. The results suggest that traditionally wage differentials influence emigration, which is consistent with conventional economic theory. However, precarious employment, measured as a share of short-term contracts in total employment, also has an important role in explaining international movements which support newer economic-migration theories.
The purpose of this study is to examine the general profile of traditional social media users and to identify the activities of users in the social media environment. In addition, the paper aims to ...provide an overview of the use of social media for consumer engagement. Data were collected using an online questionnaire distributed through social networks such as Facebook. Multivariate and inferential analyses were applied to a sample of 504 social media users. Factor analysis revealed two factors, emotional and rational. The results show that emotional and rational users consider social networks as an important part of their life routine and use them several times a day. For emotional users, social networks are the place where they comment and recommend purchased products, as well as follow news and trends, which concerns rational users. In contrast, emotional and rational users view social media as the place where they can get the best insight into company news and trends.
Travel mobile apps are becoming a significant tool in the up-to-date tourism destination' marketing. On the other side, the use of mobile apps has become a noticeable tendency within the travellers. ...While travellers can gather all necessary information about travel, tourism destination, facilities; stakeholders can offer a wide range of mobile apps and improve the experience of tourism destination. Therefore, the main purpose of this paper is to analyse the features that influence the intention to use travel mobile apps. The empirical research was conducted in the period from July 22 to September 1, 2023 on a purposive sample of 319 respondents who visited Dubrovnik as a tourism destination. Explorative and confirmatory factor analysis have been used with four factor determinates. Structural equation modelling has been applied to test the proposed relationships between variables. The results indicate the existence of statistically significant relationships between interactivity, effort expectancy and social influence on intention to use travel mobile apps. Regarding sociodemographic, only age has been found statistically significant, e.g. younger respondents tend to use travel mobile apps more than older ones. The results provide implications that would benefit stakeholders in tourism destination as well as mobile app developers to confirm the effectiveness of their marketing and communication strategies and adapt their activities to the needs of a modern tourist.
U posljednjih nekoliko godina društveni mediji postali su važan dio života potrošača u kontekstu jednostavnijeg pristupa informacijama. Nasuprot tome, za poduzeća društveni mediji predstavljaju ...izazov u vidu ostvarivanja vlastitih strateških ciljeva, kao što je izgradnja pozitivnog imidža, podizanje svijesti o marki proizvoda te postizanju kvalitetnije interakcije s postojećim ili potencijalnim potrošačima. Cilj ovoga rada je odrediti obrasce ponašanja korisnika društvenih medija, posebice u procesu donošenja kupovnih odluka. U radu su korištene faktorska analiza i analiza varijance. Empirijsko istraživanje provedeno je na uzorku od 504 korisnika društvenih medija. Rezultati istraživanja pokazali su da postoje značajne razlike između izdvojenih faktora i korištenja društvenih medija u svrhu kupovine. Jednako tako, ispitanici su skloni kupnji putem društvenih medija, ali su nesigurni u pružanju recenzija i komentara za izvršenu kupnju.
Cilj je ovoga rada ispitati razlike u aktivnostima korisnika s obzirom na njihove stavove prema komunikaciji i oglasima od strane poduzeća na društvenim mrežama. S pomoću Google Forms alata ...napravljen je anketni upitnik za istraživanje koje je provedeno u travnju i svibnju 2022. U svrhu dobivanja odgovarajućih rezultata koristila se multivarijatna statistika, faktorska analiza i (ANOVA). Faktorskom analizom SMMA (Social media marketing activities) mjerne ljestvice izdvojena su tri faktora: faktor interaktivnosti, faktor informativnosti i motivacijsko-iskustveni faktor. Analizom rezultata istraživanja utvrđeno je postojanje značajne razlike u izdvojenim faktorima i stavu prema komunikaciji od strane poduzeća na društvenim mrežama, kao i u kupovnim namjerama korisnika. Rezultati analize varijance ukazali su da postoji statistički značajna razlika između faktora informativnosti s obzirom na stav prema oglasima na društvenim mrežama. Također, daljnjom analizom potvrđeno je da nema značajnih razlika između faktora interaktivnosti i motivacijsko-iskustvenog faktora s obzirom na stav prema oglasima koji se javljaju na društvenim mrežama.
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